At The First Look during CES 2026, we moved beyond the traditional roadmap of hardware iterations to unveil a broader strategic vision: “Your Companion to AI Living.” This vision combines both hardware and visual intelligence to deliver an entertainment experience across our TVs, monitors and audio ecosystem that anticipates users’ needs and preferences in how they consume their preferred entertainment.

As the world’s leading TV brand for 19 consecutive years[1], we recognize that our leadership is no longer defined solely by the screens we produce, but by how effectively we integrate them into the lives of our consumers.

In the Southeast Asia and Oceania (SEAO) region, this shift is particularly critical. According to the latest e-Conomy SEA report by Google, Temasek, and Bain & Company, consumer interest in AI in Southeast Asia is three times the global average[2]. This heightened receptivity to innovation informs our 2026 strategy, driving a push towards a proactive, multi-agent experience.

From Tactical Usage to Intuitive Environments

With the rapid maturation of the digital economy across the SEAO region, our 2025 TV Awareness Study[3] show that 88% of consumers in SEAO now use a smart TV as their primary screen. This tells us that modern consumers are no longer looking for a passive display device, they want an intelligent Entertainment Companion: a device that understands context.

As daily life becomes increasingly complex, the value proposition of technology must shift from manual utility to proactive assistance. At the core is Vision AI Companion (VAC), designed to make television more intuitive, conversational and personalized. Simply ask a question while you’re watching the TV—about a film, a sports event, or even travel suggestions. Vision AI Companion delivers answers instantly, accompanied by helpful visuals and related content. Alongside SmartThings as the underlying architecture, the screen becomes a central command hub, orchestrating the home from climate control to household management. This is technology that simplifies life rather than adding to its cognitive load.

Defining the Premium Experience: Sight and Sound

The bar for home cinema has shifted towards premium, ultra-large screen experiences that demand zero compromise. In SEAO, 68% of consumers prioritize high-end, cinematic experiences at home 3. We are meeting this demand by scaling our ultra-large screen offerings and introducing the world’s first 130-inch Micro RGB TV (R95H model), marking a big step in display innovation and revolutionizing picture quality. The core LED light source is redesigned and re-engineered, delivering exceptional color performance on top of great brightness and contrast.

True immersion is a multi-sensory business. We pair our display expertise with 11 years of audio excellence to transform the home audio experience, creating a unified acoustic environment. In 2026, Q-Symphony evolves TVs and speakers into an adaptive ecosystem that intelligently optimizes sound based on each room’s unique layout.

This intelligence extends beyond entertainment to the battle station for gamers. Leading the Odyssey gaming monitor lineup is the 32-inch Odyssey 3D (G90XH model), the world’s first 6K glasses-free 3D gaming monitor that pushes the boundaries of resolution and refresh rates, ensuring a visual experience that is as seamless as it is immersive.

Elevating Home Expression Through Art and Content

Technology is most impactful when it enhances how we live and what we watch. In today’s vibrant and diverse consumer landscape, the visual display is not only a source of entertainment, but also a canvas for personal expression, supported by a growing ecosystem of content that enriches the home experience.

This year, we are bridging the gap between premium technology and home aesthetics through The Frame Pro. By utilizing advanced glare-free display technology^[4] and access to curated art via the Samsung Art Store^[5], the screen complements a room’s atmosphere rather than dominating it. It enables users to showcase their heritage and tastes, transforming a high-performance device into a centrepiece of artistic expression.

Samsung TV Plus, our free ad-supported streaming (FAST) service, has also surpassed 100 million monthly active users (MAU) in 30 countries worldwide, marking a 12 million increase in users since October 2024, further redefining entertainment for consumers with Samsung TVs leading the global TV market.

Inspiring the Next Two Decades of Innovation

At Samsung, our commitment is to ensure that technology is no longer something you must learn, but something that understands you. Through “Your Companion to AI Living,” we are evolving the visual display from the centre of the room to the heart of the home.

We are not just selling hardware; we are building the infrastructure for a more intuitive way of living. By aligning our global innovation with the unique digital appetite of the SEAO region, we are ensuring that the next era of home entertainment isn’t just about better pixels, but about being a better companion in your daily life.

[1] Global No.1 Tv source – Omdia, Feb 2025. Based on overall TV market share by manufacturer on an annual unit & revenue basis.

[2] Google, Temasek, and Bain, e-Conomy SEA 2025

[3] The SEAO TV Awareness Study was conducted in November 2025 with 2000 users, aged 25 to 64 years old, across Australia, Vietnam, Thailand, Indonesia, The Philippines, Malaysia, Singapore and New Zealand.

[4] Measured against Unified Glare Rating (UGR) testing standard, certified as glare-free (reflection, discomfort and disability glare) by UL.

[5] Art Store subscription and Samsung Account connection required to access full selection of artwork.

Samsung Electronics Co., Ltd. announced that its Micro RGB TV (R95H model) has received both the Safety for Eyes and Circadian Rhythm Display (CRD) certifications from Verband Deutscher Elektrotechniker (VDE), a leading global testing institute based in Germany. 

Derived from VDE’s broader EyeCare Circadian certification, these certifications adopt a more refined evaluation framework, independently verifying eye safety and circadian rhythm support for a more rigorous assessment of display performance. This shift provides consumers with a more comprehensive assurance of comfortable viewing experiences. 

Specifically, the Safety for Eyes certification evaluates display safety for prolonged viewing by analyzing light emissions from digital devices, with a particular focus on blue light and its impact on eye health. Meanwhile, the CRD certification examines how well a display supports the user’s biological clock. It measures the display’s ability to mimic natural light by adjusting color temperature and brightness based on time of day, while also reducing blue light in the evening to prevent melatonin suppression — supporting natural circadian rhythm and visual comfort. 

Samsung’s Micro RGB meets the rigorous standards set by both certifications, demonstrating its commitment to eye safety and comfort. The display’s advanced Micro RGB LED architecture is especially noteworthy in that it finely adjusts brightness and color to create optimal viewing conditions at any time of day. 

Having secured Safety for Eyes certification for its 2026 TV lineup and CRD for premium models, Samsung is now expanding CRD certification to a broader range of products. 

“Micro RGB TV is setting a new standard in the premium TV market by being verified for both eye safety and circadian rhythm support,” said Taeyong Son, Executive Vice President of the Visual Display Business at Samsung Electronics. “We will continue to deliver display technologies that consider our users’ viewing environments and enhance their lifestyles.” 

Samsung Electronics Co., Ltd. today announced that in 2026, it will launch an expanded Micro RGB TV lineup, available in 55-, 65-, 75-, 85-, 100-, and 115-inch models.[1] The new expansive range introduces the next evolution of Samsung’s Micro RGB display technology, setting a new standard for premium home viewing.

“With Samsung’s latest technology, our Micro RGB portfolio delivers vivid color and clarity that make movies, sports and TV shows feel more expressive and engaging,” said Hun Lee, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “By expanding the lineup for 2026, we’re establishing a new premium category with sizes that span the full range of modern living spaces while maintaining our highest picture standards.”

Consumers are demanding better picture quality from their TVs, and this differentiator has become a key reason many viewers upgrade to premium models.[2] Whether used as a centerpiece for large living spaces or a space-conscious premium display, each Micro RGB model utilizes Samsung’s advanced display architecture to reflect the company’s commitment to engineering precision and elite picture performance.

Micro RGB: Precision Engineered for Lifelike Colors

Building on the 115-inch Micro RGB introduced in 2025, the new lineup includes advanced features and new enhancements that elevate picture performance across color, clarity and style:

• Micro RGB Technology uses sub-100μm red, green, and blue LEDs that each emit light independently. This advanced display architecture enables ultra-precise light control and improved color accuracy. Enhanced picture-processing technologies, including 4K AI Upscaling Pro and AI Motion Enhancer Pro[3], further refine brightness, smooth out motion and add clarity in real time.
• Micro RGB AI Engine Pro is equipped with a next-generation AI chipset that enables more precise frame-by-frame clarity and realism. It also includes Micro RGB Color Booster Pro and Micro RGB HDR Pro to provide a vivid color experience that makes viewing content feel as real as seeing it in person.[4]

• Micro RGB Precision Color 100 includes a refined Micro RGB light source with enhanced RGB color dimming precision for unparalleled color expression. Certified by VDE, Micro RGB Precision Color 100 achieves 100% of the BT.2020 wide color gamut, delivering hyper-real hues and brilliant brightness.
• Upgraded Vision AI Companion, Samsung’s multi-agent platform, combines large language model (LLM)-powered intelligence with natural conversation via Bixby. It enables conversational search, interactive Q&A, proactive recommendations, and access to AI features and apps such as Live Translate, Generative Wallpaper and Perplexity.
• Samsung’s proprietary Glare Free technology[5] minimizes reflections to further preserve clear color and contrast in a variety of lighting conditions for the best viewing experience.
• Enhanced audio features including Dolby Atmos^® for multidimensional sound, Adaptive Sound Pro for optimized clarity based on room and content types, and Q-Symphony, which connects TV speakers with compatible Samsung devices to deliver a deeper soundstage. All 2026 Samsung TVs will also feature Eclipsa Audio, the new spatial sound system engineered for immersive 3D audio.

First Look at CES 2026: New Micro RGB Lineup Made to Reshape Home Entertainment

Highlighting Samsung’s latest advancements in display performance, the company will showcase the new Micro RGB lineup at CES 2026, which takes place in Las Vegas Jan. 6-9. Samsung’s presence at the event will reinforce its commitment to delivering ultra-premium displays across a broader range of screen sizes and living spaces.

For more information, please visit: https://news.samsung.com/my/

[1] Product availability may vary by country.

[2] Consumer Reports. “Everything You Need to Know About 4K HDR TVs.” Consumer Reports, https://www.consumerreports.org/electronics-computers/tvs/everything-you-need-to-know-about-4k-hdr-tvs-a3185152015/.

[3] 4K AI Upscaling Pro and AI Motion Enhancer Pro are available only in certain models.

[4] Micro RGB AI Engine Pro and Micro RGB HDR Pro are available only in certain models.

[5] Glare Free technology is available only on certain models.

Samsung’s Micro RGB is built on Samsung’s proprietary Micro RGB Technology, which arranges individually controlled red, green and blue micro RGB LEDs — each less than 100µm in size — in an ultra-fine pattern behind the panel. Unlike conventional backlighting, the architecture enables precision control over each red, green and blue RGB LED.

“Micro RGB achieves unprecedented precision in the control of micrometer-sized RGB LEDs, raising the bar for color accuracy and contrast in consumer displays,” said Taeyong Son, Executive Vice President and Head of the R&D Team of the Visual Display (VD) Business at Samsung Electronics. “With this launch, we’re setting the standard in the large-sized, ultra-premium TV market and reinforcing our commitment to next-generation display innovation.”

Micro RGB is powered by Samsung’s Micro RGB AI engine, which uses AI processing to fully optimize both picture and sound. This advanced technology analyzes each frame in real time and automatically optimizes color output for a more lifelike and immersive picture. With this AI engine, Micro RGB Color Booster Pro recognizes scenes with dull color tones and intelligently enhances colors across all content for a more vivid and immersive viewing experience.

Additionally, Samsung’s Micro RGB features Micro RGB Precision Color, ensuring colors are delivered as intended for maximum accuracy and vividness, with precisely controlled colors that achieves 100% color coverage of BT.2020, an international standard for color accuracy established by the International Telecommunication Union (ITU). The display also received ‘Micro RGB Precision Color’ certification from the Verband der Elektrotechnik (VDE), a leading German electrical engineering certification institute.

With Glare Free technology, Samsung’s Micro RGB minimizes reflections, even in bright lighting conditions for a more comfortable and focused viewing experience. Apart from providing next-generation performance, Micro RGB’s super slim metal design achieves a sleek, minimalistic profile to compliment any interior.

With Samsung Vision AI integrated, Samsung’s Micro RGB brings the latest state-of-the-art AI technologies including AI picture and sound, and a smarter Bixby voice assistant, powered by generative AI, which offers a more conversational and personalized experience for TV users to get more from what they’re watching without leaving the screen.

Samsung’s Micro RGB is also secured by Samsung Knox, the industry-leading security solution designed to protect users’ sensitive personal data, and Samsung’s 7-year free Tizen OS Upgrade program, which ensures ongoing software enhancements and long-term support.

After its debut in Korea, Samsung’s Micro RGB is set to launch in the U.S., with plans for a global rollout featuring a variety of sizes to meet customer needs.

To learn more about Micro RGB, visit, https://www.samsung.com/my/.