The new strips are designed for the TV, and can display multiple colors at once, syncing to the content showing on the screen.
Hue Gradient Lightstrip 80 inch White and Colour Ambiance
Sync smart lights to TV
Philips Hue now lets you turn any TV into an Ambilight TV
This is what the Ambiance Gradient Lightstrip looks like inside
Philips Hue Gradient Lightstrip Review - Hue Sync Elevated
This is the new Philips Hue Play Gradient Light Tube
Individual zones of Gradient Lightstrip now fully customisable : r/Hue
Hue Play Gradient Lightstrip 24-27 inch PC Monitors
The new Philips Hue lightstrip mounts to your TV and syncs with what's on-screen - The Verge
Philips Hue 6.6 ft. LED Smart Gradient Color Changing Lightstrip Base Kit with Bluetooth (1-Pack) 570556 - The Home Depot