Samsung’s New Lifestyle TVs “The Sero”, “The Serif”, and “The Frame” to Make their Debut in Malaysian Markets!

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New TVs target both home cinema and connected lifestyle needs with upgraded picture quality, sound, and smart features

Millennial and Gen Z consumers have been on the rise, which means that innovating new and modern products have become absolutely necessary. With that in mind, Samsung Malaysia Electronics announced that its new lifestyle TVs; The Sero, The Serif and The Frame will be available in the market soon!


“The traditional TV only focused on technical features, such as picture quality and performance. However, TVs are now also a lifestyle platform that blends into consumers’ daily lives. We can’t wait to witness how The Sero, The Serif, and The Frame deliver new digital services and create new designs to enhance the Malaysian consumer’s experience,” said Jimmy Tan, Head of Consumer Electronics of Samsung Malaysia Electronics.






The Sero, which means “vertical” in Korean, has the ability to pivot between horizontal and vertical orientations – just like a smartphone or tablet. This feature allows The Sero to connect seamlessly with users’ mobile devices and to smoothly and naturally display content in both the traditionally-horizontal and vertical formats, making it the ideal display to fully enjoy mobile content – including social media, YouTube, and other personal videos in whatever display orientation mirrors their mobile devices.



The Sero is a modern design that stands out in any space, featuring a range of different display options for when it is not in use. The Sero combines the cutting-edge functions of Samsung’s top-level QLED technology displays with 100% colour volume by Quantum Dot, while providing a new approach to home entertainment with seamless connectivity that meets the needs and habits of the growing mobile viewing audience.


This innovative design and functions were recognized by critics at the world stage too, earning it the CTA “Best of Innovation” prize at CES 2020. Apart from that, it received an esteemed gold award at the iF Design Awards, one of the world’s most celebrated and valued competitions, that acknowledges design excellences around the world.





The Serif TV was developed as an aesthetic-focused TV in collaboration with the Paris-based design brothers Ronan & Erwan Bouroullec, two of the world’s most famous industrial designers that specialize in furniture. The Serif TV was awarded the prestigious 2016 iF Design Award, the 2016 Wallpaper* Design Award in the UK and the 2016 Good Design Award in Japan – making it the first Samsung TV to win these prestigious accolades.


The 2019 Serif TV also comes with cutting-edge QLED technology that delivers realistic visuals. Magic Screen, an award-winning feature in Samsung’s QLED lineup, provides valuable information such as news headlines, weather updates, and the time. It also has the ability to display imagery and blend into any living space by recreating the pattern of your wall on screen.






When it is not being used to enjoy TV or movie content, The Frame’s Art Mode displays digital pieces of artwork, with over 1,200 masterpieces from the art store that includes world-renowned paintings and pictures, turning the everyday living space into an art gallery. In addition, The Frame’s Adaptive Picture function is able to also analyze a room’s lighting and automatically adjusts the screen’s brightness and contrast, delivering optimized displays of artwork on the Frame TV.


This year’s model of The Frame also features the pristine picture quality of QLED, which offers realistic colours in dark and bright scenes with 100% color volume by Quantum Dot. Besides that, the Dual LED technology also increases contrast based on its backlight temperature for optimal colour tones. With these enhancements, users can enjoy content with the most realistic visuals while appreciating artwork when the TV is turned off.


The Frame also features multiple voice assistants which consists of Bixby (Samsung’s AI-powered voice control platform), Amazon Alexa, and Google Assistant; transforming it into a truly Smart TV. Users can control the TV and access streaming platforms through whichever preferred voice commands, giving users an enhanced content experience.

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