Riding the AI wave, our lives have become smarter, more intuitive and better connected. This is also reflected in Samsung’s commitment to enriching life through inspired innovation.

On 9 May, Samsung will unveil the latest version of its Neo QLED 8K, transforming screens into adaptive, intelligent companions that simplify and elevate everyday living. More than just a display, the Neo QLED 8K delivers ultimate convenience and seamless connectivity, designed to enhance everyday experiences like never before.

Join us at Unbox & Discover 2025 as we unveil Samsung Vision AI, the next evolution in screen intelligence. Experience the all-new Home AI Experience and explore Samsung’s latest lineup of TVs and soundbars – designed to be true AI companions that adapt to your lifestyle and simplify your everyday viewing.

Tune in to the livestream on Friday, 9 May at 9:00PM (Malaysia Time) via samsung.com/my/, Samsung Malaysia Newsroom or Samsung Malaysia YouTube for a first look at the future of screen experiences.

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

Samsung Electronics Co., Ltd. today announced that the quantum dot (QD) sheet used in its QD TVs has received certification for compliance with the Restriction of Hazardous Substances (RoHS) directive and has been verified to contain no cadmium by the global certification institute, Société Générale de Surveillance (SGS).

SGS, headquartered in Geneva, Switzerland, is a world-leading testing and certification body that provides services to ensure organizations meet stringent quality and safety standards across various industries, including electronic products, food and the environment.

In addition to receiving recognition from SGS for the no-cadmium technology in Samsung’s quantum dot film, the company’s compliance with the EU’s RoHS directive assures the safety of the TV viewing experience.

“Samsung’s quantum dot TVs are built on safe technology that complies with restrictions on hazardous substances while delivering unmatched picture quality,” said Taeyong Son, Executive Vice President of Visual Display Business at Samsung Electronics. “Achieving SGS certification fully validates the safety of our products. With this recognition, we are committed to continuously developing sustainable display technologies.”

Samsung began researching quantum dot technology in 2001, and its ongoing commitment to research and investment has positioned it at the forefront of innovation in the global display market.

After developing the no-cadmium quantum dot material in 2014, Samsung launched TVs that implemented the technology the following year. Since then, the company has been leading quantum dot technology through continuous technological advancements.

In particular, Samsung successfully created nanocrystal material without cadmium and has secured around 150 patents for the technology. With this extensive expertise and technological progress, the company has ushered in an era of safer quantum dot TVs made with materials that do not contain harmful substances.

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

This Merdeka, embrace the future and elevate your home with Samsung’s Gemilang AI for All 2024 campaign! From 1 August to 30 September 2024, unlock a world of intelligent technology and amazing deals on selected Samsung TVs, selected Sound Devices and selected Digital Appliances (DA) products[1].

AI for All this Merdeka

With AI-powered features in TVs and appliances, experience a more personalized and convenient home experience.

Upgrade your living room experience with Samsung’s latest AI-powered TVs. When you purchase any of the selected TV models (listed in Appendix 1), you’ll receive exclusive gifts[2]. These TVs and Soundbars boast intelligent features like:

• AI Upscaling: Witness your favourite content transformed into clarity with AI Upscaling, bringing your entertainment to life with enhanced detail and resolution
• AI Motion Enhancer: Enjoy smooth and fluid action scenes without blur
• Q-Symphony: Experience immersive surround sound as your Samsung TV and soundbar work harmoniously together, creating a symphony of audio for a truly cinematic experience

Transform your daily routine with Samsung’s innovative AI-powered home appliances. With purchases of selected models listed in Appendix 3 & 4, you’ll be eligible for exclusive gifts as listed in the same appendices[3]. These appliances offer features like:

• AI-powered Laundry: Smart washers and dryers that optimize settings based on fabric type and load size.
• Smart Cooling with AI: Smart refrigerators that provide cooking recipe recommendations and reduce energy usage with AI Energy Mode.
• Cleaning with AI: Robotic vacuum cleaners with AI navigation for a spotless home.

Get even more value with special Purchase-With-Purchase (PWP) offers on selected Samsung vacuum cleaners (details in the table provided)[4].

Products	PWP Item[5]	Retail Recommended  Price of PWP (RM)	Promo Price of PWP Item (RM)
Bespoke Jet Plus Premium (VS20B958F3B/ME)	Jet Dual Brush (VCA-TABA95)	399	299
Bespoke Jet Plus Pet (VS20B95823W/ME)	Slim LED Brush (VCA-SABC95)	499	399
	Spray Spinning Sweeper (VCA-WBA95/GL)	599	399
Jet 75E Multi (VS20B75AER4/ME)	Clean Station (VCA-SAE903/ME)	699	399
Jet 65 Pet (VS15A60AGR5/ME)	Clean Station (VCA-SAE903/ME)	699	399

Double the Savings with Tiered Promotions[6]:

Our latest promotion offers consumers savings and rewards when purchasing selected TVs or home appliances. With this tiered promotions, you can maximize your benefits in two exciting ways!

• Tier 1: Exclusive Gifts: Get exclusive gifts worth up to RM1,299[7] such as Galaxy Watch 7 and Galaxy Fit3 with your purchase of selected TVs or selected home appliances[8].
• Tier 2: AI Points & TNG e-wallet Credit: Earn AI Points with your purchase and redeem them for TNG e-wallet credit worth up to RM800[9]. For example, 5 AI Points can be redeemed for RM500, 6 AI Points for RM600, 7 AI Points for RM700, and 8 or more AI Points for RM800 (details in the table provided)[10].

Embrace the spirit of Merdeka with smarter living. Visit the Samsung Malaysia website today to explore the complete campaign details and discover the AI-powered products for your home: https://www.samsung.com/my/offer/gemilang-ai-2024

APPENDIX 1

APPENDIX 2

APPENDIX 3

[1] While stocks last. Terms and conditions apply.

[2] While stocks last. Terms and conditions apply.

[3] While stocks last. Terms and conditions apply.

[4] While stocks last. Terms and conditions apply.

[5] While stocks last. Terms and conditions apply.

[6] While stocks last. Terms and conditions apply.

[7] While stocks last. Terms and conditions apply.

[8] Refer to the redemption process in terms and conditions for redemption.

[9] While stocks last. Terms and conditions apply.

[10] Refer to the redemption process in terms and conditions for redemption

[11] While stocks last. Terms and conditions apply.

Earlier this year, Samsung unveiled its full 2024 audio video line-up with a series of Unbox and Discover experiences across SEAO. This year’s lineup delivers premium audio and visual experiences supported by AI innovation, including the newest Neo QLED 8K featuring Samsung’s latest and most innovative TV processor yet in the NQ8 AI Gen3.

More recently, Samsung hosted members of the press from across the region at the 2024 Southeast Asia Tech Seminar in Bangkok, Thailand, delivering detailed information and exclusive hands-on experiences through in-depth dialogue sessions and demonstrations, outlining the latest devices as well as their on-device and Cloud AI features.

We had the opportunity to sit down with Yohan Zondak, Head of Visual Display for Samsung Southeast Asia & Oceania, on the latest TV industry trends and how Samsung’s 2024 display line-up is inspiring new ways of living in SEAO.

Q: How are the latest technology trends such as AI elevating everyday experiences like home entertainment?

A: For Samsung, AI isn’t new. We have been investing in AI for more than a decade. Through these investments, Samsung is uniquely positioned to lead the way in everyday AI, from the applications in our devices, to our AI-enabling chips powering our 2024 lineup of audio and video devices launched recently.

We are at a time where AI is delivering tangible benefits to the end user while also driving smarter and better experiences that will redefine how we live, work, and play. In fact, consumers in SEAO today are more discerning than ever before when it comes to making purchase decisions for TVs at home – with almost 7 in 10 SEAO users expecting their new TV to not just enable them to enjoy extensive high-quality content (72%), but also support all of the latest technology and features (71%), as well as provide the most cinematic and immersive experiences (69%) possible.

According to the Samsung 2023 TV Awareness Survey[1]

Every user is unique, and each uses technology in different ways, whether at home or outside. Samsung has built intelligent features into our visual display products from the hardware-up, providing a wide range of devices with improved quality, accessibility, and security.

From advanced technology in our MICRO LED displays to our Neo QLED 8K enabled by the new NQ8 AI Gen3 Processor, with AI, everyone can enjoy their favorite content in a more accessible and intuitive way. By doing so, Samsung hopes to set new benchmarks for new home entertainment experiences empowered by AI.

In addition, Samsung TVs are the go-to option for all who are ready to upscale their entertainment, delivering endless viewing content with Samsung TV Plus[2] so users can enjoy access to free television channels and an ever-growing video-on-demand library.

Q: Unlocking the power of AI right from your Samsung Smart TV; what practical benefits should users expect from this new technology?

A: Our new AI TVs are designed with one goal in mind, and that is to enhance the everyday viewing experience for our users. Take for example the NQ8 AI Gen3 processor; this is our fastest and most innovative processor ever yet, with an on-device AI engine (NPU) two times faster than our previous Gen2 model with eight times more neural networks.  Simply put, this capability means our TVs like the Neo QLED 8K can now improve user viewing experience with the display of sharper and clearer images, as well as through features such as AI Motion Enhancer Pro.

In addition, despite the advent of high-quality streaming, what does that mean for users who want to revisit old favorites that might come in lower resolution formats? Features like 8K AI Upscaling helps to upscale low-resolution content, further optimizing the user experience for large screen sizes. This means that you can still enjoy SD and HD content, upscaled to 8K quality, for maximum enjoyment.

Q: How are Samsung TVs elevating gaming experiences in 2024?

A: Ask any gamer out there, how much they like spending time adjusting settings for optimum performance. For TVs, it can be cumbersome to have to manually switch between different TV modes into the right one optimized for gaming. This is why we have features like AI Auto Game mode on our latest OLED TVs, which can automatically set the appropriate picture and sound settings depending on the game, using AI to intelligently identify the game genre.

For example, if you like playing football games, the TV automatically switches to Sports mode to help the grass color appear more natural. If you play first person shooter games a lot, AI Auto Game mode changes the TV mode to FPS mode, offering better visibility in-game with darker scenes. At the end of the day, users can spend more time gaming, and less on figuring out how to get things to work.

Q: How does a human-centered philosophy shape users’ experience of AI?

A: At Samsung, we believe that AI should go beyond the device to make a tangible and more personalized impact across all areas of your life.

One example is that our TVs automatically detect subtitles and convert them into spoken audio allowing more of us to enjoy the TV-watching experience. Samsung’s Audio Subtitles help make the TV experience more inclusive for those with low vision and vision impairment, who might rely on audio and dialogue to follow along but may meet challenges with foreign films and programs with subtitles that can be difficult to read.

In addition, we’ve also been hard at work with a wide variety of partners, including energy and materials suppliers – to ensure that sustainability principles are applied beyond just the design of the products that we bring to market. To that effect, SmartThings AI Energy Mode enables users towards sustainable daily living, by automatically reducing power consumption and having less impact on the environment without negatively impacting the viewing experience. You can continue enjoying the TV experience as intended, while unlocking both energy and cost-savings at the same time.

Of course, at the core of our SmartThings and TV experience is security and privacy. Users can rest assured that their devices and data are protected with Samsung Knox, a trusted security solution integrated into our TVs. Additionally, Samsung Knox has most recently achieved the Common Criteria certification for the 10^th year in a row, acknowledged by 31 countries worldwide for assessing the security integrity of IT products.  Knox Vault, a dedicated security chip which uses advanced encryption technology to monitor and secure data transfer between all connected devices – are one of the many innovative solutions we provide for better peace of mind.

For more information on Samsung TVs, please visit: https://www.samsung.com/my/tvs/

[1] The Samsung 2023 TV Awareness Survey was conducted from 31 August 2023 to 24 September 2023. It surveyed 1,920 respondents through a consumer panel, aged 25 to 64, who intend to buy a TV in the next six months, from the following 8 markets: Australia, Indonesia, Malaysia, New Zealand, Philippines, Singapore, Thailand, Vietnam.

[2] Samsung TV Plus is currently available in Australia and New Zealand.

Get ready to experience the game like never before! Samsung Malaysia Electronics proudly announces the official launch of its 2024 AI TV lineup, featuring Neo QLED 8K, Neo QLED 4K, and OLED models.

Immerse yourself in the heart of the action this football season with stunning visuals and unparalleled immersion on a super-sized screen. Witness star athletes and game-winning plays come alive in vibrant, larger-than-life detail.

Unleash the Thrill of Live Sports with Samsung AI TV

Samsung AI TVs are your ultimate companions for the football season. Packed with cutting-edge technology, they elevate your viewing experience to new heights:

• AI Picture with AI Motion Enhancer Pro[1]: Witness every heart-stopping moment with crystal clarity. AI Motion Enhancer Pro seamlessly smooths fast-paced action, eliminating motion blur even for dynamic objects like flying footballs. Never miss a crucial detail, from the opening kick-off to the final whistle.
• AI Sound with Active Voice Amplifier Pro[2]: Hear the roar of the crowd and every comment from the announcer with exceptional clarity. AI Voice Amplifier Pro intelligently amplifies voices over background noise, ensuring you never miss a word.
• AI Optimization: Experience personalized viewing with AI Optimization. This intelligent technology automatically adjusts picture and sound settings based on the content you’re watching, ensuring an optimized experience for every game.

Exclusive Launch Promotion

Celebrate the football season with exclusive launch offers[3] on Samsung AI TVs! Get up to RM2,900 in Touch n’ Go ewallet credit, a chance to win a share of RM140,000 in prizes and other benefits set out below!. Enjoy incredible savings[4] and elevate your home entertainment experience from today until 30 June 2024.

2024 Samsung TVAV Photo Contest!

Samsung Malaysia is giving you the chance to win amazing prizes with their Upgrade your home entertainment with a brand new Samsung TV or sound device and get the opportunity to take home a Q-Series Soundbar, Bespoke Jet Plus Premium Extra Vacuum, Galaxy Tab S9 or even a brand new Galaxy S24 smartphone[5]!

Here’s how to join:

1. Purchase: Buy any 2024 Samsung TV or sound device between 17 April to 30 June 2024.
2. Redeem & Upload: Redeem your purchase and upload a creative photo of your new TV or sound device on the website: https://www.samsung.com/my/offer/redemption/
3. Submit: Submit your redemption by 17 July 2024. Only one submission per participant is allowed.
4. Win: Keep an eye on your email for the winner announcement!

Samsung Online Exclusive:

1. Trade-Up Rebate & Voucher

Customer will be further entitled to trade-in their old TV and enjoy instant trade-up rebate as listed in Appendix 2.

How to enjoy Instant Trade-up Rebate:

2. 2 Years Extended Warranty (QLED & OLED) 

For purchase of QLED and OLED Promotional Products during the Promotion Period at Samsung Online Store and Samsung Authorized Online Flagship Store, customer will be entitled to 2 years extended warranty for selected 2024 Neo QLED 8K, QLED and OLED models.

3. Free Basic Installation 

For added convenience, your purchase also includes a free basic TV installation service.

Enjoy a seamless transition to your new entertainment hub without any hassle. Plus, don’t forget to explore other exciting Samsung online benefits like trade-in voucher and Samsung Reward points to maximize your savings and rewards.

Visit your nearest authorized Samsung stores or the Samsung website today to explore!

To buy now, please visit: https://www.samsung.com/my/offer/2024-ai-tv/launch

If you wish to know more about our full range of Samsung TVs and Soundbars, please visit:

https://www.samsung.com/my/tvs/all-tvs/

https://www.samsung.com/my/audio-devices/

APPENDIX 1

APPENDIX 2

[1] Viewing experience may vary according to types of content and format. AI Motion Enhancer Pro does not apply to PC connection and Game Mode.

[2] Activation under the TV menu is required to enable Active Voice Amplifier Pro.

[3] Terms and Conditions apply. While stocks last and on a first come, first-served basis.

[4] Terms and Conditions apply. While stocks last and on a first come, first-served basis.

[5] Terms and conditions apply.

The future of entertainment is knocking! Did you catch the Samsung AI TVs unveiled at the recent Unbox & Discover 2024 event? From the stunning visuals of Neo QLED 8K and Neo QLED 4K TVs to the unparalleled picture quality of OLED TV, Samsung pushes the boundaries of what’s possible. Register your interest between 3 April – 16 April to be a part of this exciting rewards journey!

[1][2]

RM500 Touch ‘n Go eWallet Credit:

Register and pre-order a brand new 2024 Samsung TV series between 17 April – 2 May 2024 to entitle for a RM500 Touch ‘n Go eWallet credit![3]

Daily Mystery Gift Giveaway:

Love surprises? Just register your interest by clicking on the link provided below and answer survey questions during the promotion period, you are on your way of winning a mystery gift, is that simple! The more you participate, the higher your chances of winning! Samsung will be giving away daily mystery gift throughout the campaign, with a total value of up to RM19,000![4] Remember, it’s one gift per winner and lucky winners will be notified via email.

Don’t wait! This exciting offer is only valid from 3 April to 16 April 2024.  Pre-order your new Samsung TV between 17 April and 2 May 2024 to redeem your RM500 Touch ‘n Go eWallet credit.[5]

Be ready to upscale and ease your lifestyle with our 2024 Samsung AI TV, enjoy fantastic savings, and stand a chance to win amazing daily gift.

To register your interest here.

For more information on Samsung’s 2024 TVs, please visit here.

[1] RM500 Touch ‘n Go ewallet credit to be redeemed from Samsung redemption portal when you purchase selected newly launched Samsung TVs between 17 April – 2 May 2024. One (1) redemption per customer, limited to 58,000 units, first come first served.

[2] RM19,000 total worth of gifts daily over the Promotion Period. One (1) gift per winner only. Gift availability is subject to the respective Participating Stores.

[3] Terms and conditions apply. While stocks last.

[4] Terms and conditions apply. While stocks last.

[5] Terms and conditions apply. While stocks last.

Meet Pawel Achtel, a world-renowned professional in underwater cinematography with a career spanning over 35 years and more than 5,000 dives ranging from the equator to Antarctica. The filmmaker’s extensive diving experience informs his cinematographic work — which has captured the attention of industry leaders such as National Geographic, BBC and Discovery — providing a unique perspective on life underwater and highlighting his expertise in designing and producing advanced cinematography equipment. He was also involved in capturing 8K resolution underwater sequences for “Avatar: The Way of Water.”

Samsung Newsroom sat down with Pawel Achtel to dive into the details of underwater cinematography and explore how Samsung’s Neo QLED 8K lineup is reshaping the landscape for filmmakers and viewers at home.

How 8K Technology Transforms Underwater Filmmaking

In fields like underwater cinematography, where visuals matter most, Samsung’s Neo QLED 8K is indispensable. Not only does it help viewers feel immersed in the scene, but it is also vital for filmmakers to assess underwater footage.

Due to variables like ocean currents and light refraction, filming underwater in true 8K quality can be difficult. “But, when all the circumstances line up, the results are breathtaking,” shared Achtel.

While advanced technologies like submersible lenses assist in capturing these shots, Neo QLED 8K — known for its high resolution and clarity — allows filmmakers like Achtel to closely examine even the smallest details of underwater scenes. This close look helps improve sharpness and other aspects of image quality after filming, overcoming the challenges of underwater optics.

“The underwater world is elusive — and filmmakers have a rare opportunity to allow people to see it in great detail, in a way people may not see elsewhere,” said Achtel. “It makes these shots interesting and captivating as they reveal an environment completely foreign to us in stunning detail.”

Samsung made waves at CES 2024 by introducing the latest Neo QLED 8K with the new NQ8 AI Gen3 processor, delivering a cinematic experience at home. Impressed by its features, the filmmaker called the TV “a transformative advancement.”

He specifically praised features like 8K AI Upscaling Pro and AI Motion Enhancer Pro,[1] available on select Neo QLED 8K models, highlighting Samsung’s commitment to outstanding visuals. “Having witnessed the advanced features at CES 2024, I can confidently say they enhance realism and immersion,” added Achtel.

However, for this underwater cinematographer, the true power of 8K lies in the seamless integration of production and viewing technologies — charting a new course in content creation and consumption.

Diving Deep Into 8K Home Cinema

As the development and adoption of 8K filming equipment continues to grow, it’s also driving the creation of content that fully embraces the potential of 8K resolution. The unparalleled realism and captivating qualities of 8K make it an essential tool for storytelling, especially for content that demands a powerful visual impact.

Take underwater footage, for example, which is often played at a slower pace — giving audiences the time to absorb unfamiliar environments and take in details that might otherwise go unnoticed.

On the Neo QLED 8K, viewers can appreciate the “impressive color accuracy” and “nuanced portrayal of detailed scenes” of the ocean’s depths. From the calming blue water to the vivid and bright hues of fish and coral reefs, Achtel attributes the appeal of his 8K underwater imagery to the variety of striking colors and patterns. With Neo QLED 8K, the benefits now extend beyond just the content itself.

“On the viewing side, Neo QLED 8K plays a pivotal role in bringing the 8K ecosystem to life,” he explained. “It not only showcases content with remarkable clarity but also upscales lower-resolution footage to nearly 8K quality, ensuring an immersive viewing experience of the highest caliber.”

Given its advanced picture quality powered by increased neural networks and cutting-edge AI upscaling features, Neo QLED 8K elevates the viewing experience — even with content not initially captured in 8K. Combining advanced image quality with larger screen sizes also opens new possibilities for home viewing to offer an experience that rivals that of traditional big-screen setups.

In the ever-evolving landscape of visual storytelling, enhancing a TV’s ability to process non-8K content offers significant benefits and inspires filmmakers to strive for higher quality content.

“At the end of the day, having a device with an enhanced visual experience and immersive capabilities empowers cinematographers to craft and evaluate captivating content that resonates deeply with viewers,” said Achtel.

The role of 8K technology in underwater cinematography and home entertainment underscores its transformative potential to enhance visual storytelling and enrich the viewing experience for audiences around the world.

To learn more about Samsung’s Neo QLED 8K, visit www.samsung.com/my/.

[1] 8K AI Upscaling Pro and AI Motion Enhancer Pro are exclusive features of the QN900D model

Grab the most epic discounts and awesome freebies ever at the Galaxy Space Fan Edition event, exclusively for #GalaxyTroop! Don’t miss it, because it’s happening over just 2 DAYS on 21 & 22 October 2023, at 8 Samsung Experience Stores. With Samsung TVs, Galaxy devices, and limited edition brand collaboration merchandise to bring home, becoming a Samsung user has never been easier!

An experience made by fans for fans

Fuel your gaming, fashion & art, music, sports & street passions at the one-of-a-kind Galaxy Space Fan Edition event. This is an exclusive experience to celebrate our Troopers, and it features exciting collaborations with local female DJs, Aidaho and MJ, as well as talented photographers, Azizi Musa and Tian Chad. Get ready to also engage with fun gamers like San Gaming and Thanuk, and explore the multi-dimensional artistry of Bono Stellar.

Plus, we’re proud to be working with brands such as HWC Coffee, and Malaysian streetwear brands like Mindfreakxx Stu6io, Peak.KL, PMC, SneakerLAH and many more. Be at these events to have an exclusive opportunity to own a unique range of limited edition merchandise. These items were thoughtfully designed and made with our Troopers in mind, and they will only be available during these two days. It is a chance to own something truly unique, so mark your calendars and join us to be a part of the #GalaxyTroop!

Find out more about Galaxy Space Fan Edition’s specific activities and timing, visit:

• https://fb.me/e/2XFUuMUlR
• https://www.instagram.com/reel/CydWvIzvBuG/?utm_source=ig_web_copy_link&igshid=MzRlODBiNWFlZA==

For more information on the latest Galaxy FE series, visit:

• Galaxy S23 FE: https://www.samsung.com/my/smartphones/galaxy-s23-fe/buy/
• Galaxy Tab S9 FE | Tab S9 FE+: https://www.samsung.com/my/tablets/galaxy-tab-s9-fe/buy/
• Galaxy Buds FE: https://www.samsung.com/my/audio-sound/galaxy-buds/galaxy-buds-fe-white-sm-r400nzwaxme

[1] Limited quantity only for Galaxy Space Fan Edition. On a first come, first served basis, and while stocks last. Terms and conditions apply.

[2] One (1) 65” Neo QLED 8K TV will be given away at each of the 8 Galaxy Space Fan Edition locations.

[3] Customers must purchase at least one Galaxy device (ie. smartphone, tablet, buds, or watch) to be eligible.

Following the first instalment of this series about the significance of hardware innovation in achieving premium sound quality, Samsung Newsroom sat down with its engineers once again to take a closer look at Samsung’s remarkable AI features that helped create a state-of-the-art sound experience.

Embracing AI for Sonic Perfection: Tuning Your Sound to Your Environment

“Ironically, I don’t recall sound engineers being interested in AI in the beginning when we started seeing a boom in the technology,” said Sunmin Kim, Head of the Sound Device Lab, Visual Display Business at Samsung Electronics. But with an intuition that AI could help improve TV sound, the Sound Device Lab decided to get a head start, about six years ago, in exploring AI and its applications to sound technologies.

Then, a shift occurred. With the advent of the Neural Processing Unit (NPU) and its application to Samsung’s flagship TVs, the possibilities of applying AI technology to TV audio were unlocked. The team fast-tracked machine learning for its TVs which led to significant early successes. Kim is confident that AI has and will continue to exponentially elevate the viewing experience by enhancing TV sound in numerous and profound ways.

“AI plays a critical role in improving the user experience on our screens.” said Kim.

Samsung’s advanced AI applications include a deep learning algorithm that distinguishes and separates the primary voice on the screen from other sounds. Before, an equalizer feature simply adjusted the high-, middle- and low-pitched sounds within humans’ audible frequency range — approximately 20 to 20,000Hz — to improve sound quality. The 2023 TVs and screens go above and beyond, providing deeper and greater details by analyzing content scene by scene and accentuating various audio elements including human voices, background music and sound effects. Additionally, this optimization process happens behind the scenes so that users can enjoy optimal sound effortlessly.

SpaceFit Sound: Tailoring Audio to Your Space

The listening environment and its acoustic properties must be considered to truly optimize sound from TVs. Samsung’s latest TVs come with the SpaceFit Sound feature that leverages AI technology to assess surrounding environments and ensure sound is appropriately adjusted. The feature utilizes the TV’s built-in microphone to automatically identify various factors present in the room, such as the distance between the TV and the wall as well as the room’s acoustic properties, to measure the reflection of the TV’s sound. AI is used to enhance the sound accordingly.

SpaceFit Sound leverages AI to learn the acoustic properties of the entertainment and calibrates the sound accordingly. 

“Through continuous research and analysis, we found certain frequency patterns that are more susceptible to change based on a device’s surroundings, potentially impacting the TV’s sound quality,” said Kibeom Kim. “The built-in microphone identifies changes in acoustic properties and sound caused by factors like a carpet or an empty room to optimize sound regardless of the TV’s location.”

“Traditionally, TVs use a set of dedicated sounds to check sound through the mic. SpaceFit Sound, on the other hand, utilizes real content to analyze viewing environments and modifies sound accordingly,” Kim explained. “The technology was designed not only for real scenarios but also real-time circumstances as the feature automatically and conveniently adjusts sound.”

Q-Symphony 3.0: Harnessing Hyperconnectivity for Three-Dimensional Sound

Whether it’s through bigger screens or deeper acoustics, today’s viewers desire more cinematic experiences. Q-Symphony is a proprietary technology from Samsung that orchestrates a harmonious interplay between a TV’s speakers and a connected soundbar, resulting in a richer, more vibrant audio experience. As the name suggests, the feature allows two audio outputs to synchronize, similar to a carefully conducted concerto, creating a unified, immersive soundstage. More specifically, the soundbar plays primary audio channels, while the TV speakers add background and surround sounds to create a dynamic and three-dimensional audio experience.

Q-Symphony allows soundbar and TV speakers to work in perfect sync, producing harmonious blends of sound for immersive experiences.

Despite the apparent simplicity in concept, Q-Symphony leverages a wide range of AI technologies to produce and sync sounds with such accuracy. Any gaps in sound levels between the TV speakers and soundbar must be precisely synced to prevent unwanted echoes and achieve perfect audio harmony. Over the years, Samsung engineers have tirelessly worked to refine this technology. Q-Symphony 1.0, which originally utilized the TV’s top speakers, evolved into Q-Symphony 2.0, which controls all speakers with improved channel separation technology for a greater sense of depth and immersion.

The latest Q-Symphony 3.0 takes sound to the next level by integrating the neural processor and AI-based real-time voice separation technology. This advanced Q-Symphony feature provides three-dimensional sound by distinguishing and optimizing various audio elements including voices, background music and sound effects based on the type of content and users’ volume settings. The resulting sound is a perfect replication of the audio track the creators intended.

Samsung’s AI algorithm can also take the input signals and play them through multiple channels, whether it’s the soundbar or all the TV speakers, customizing each channel for powerful and dynamic sounds. In addition to content featuring Dolby Atmos or 5.1-channel audio, content with regular stereo channels can also be processed to create 20 individual channels. This means that any media can be delivered with exceptionally immersive sound quality on Samsung TVs and soundbars.

“Q-Symphony is a revolutionary algorithm by Samsung that can masterfully synchronize audio volume and timing in perfect harmony,” said Kim.

“The sound offered through Q-Symphony is so immersive that viewers feel as though they are physically present on set with so many different background sounds coming alive through the feature,” said Kim.

Unifying Picture and Sound Experiences for Optimal Viewing Experiences

Today, AI sits at the core of Samsung’s audio strategy with its applications extending across numerous products. This widespread adoption of AI has resulted in features like Q-Symphony and SpaceFit Sound that enrich the audio experience, alongside other audio technologies that breathe life into content through dialogue and movement. Additional capabilities include Active Voice Amplifier, which adjusts and improves dialogue clarity with the speaker and surrounding noise in mind, Human Tracking Sound, which dynamically reproduces the sound based on the position of the on-screen speaker, and OTS Pro, which creates a dynamic soundscape based on the movement of objects or the speaker on the screen.

These features are the outcome of two symbiotic AI technologies: a content analysis model and a sound separation model. The neural processors work with both auditory and visual cues, among other signals, to create the perfect audio experience that syncs with what is happening on the screen. Despite the complexity of this process, Samsung was able to bring these features to life by forming a cross-departmental team of engineers and pooling resources across picture, sound and other departments.

The Future of Sound: Reshaping Audio Experiences With Samsung’s Sound Device Lab

(From left) Seongsu Park, Sunmin Kim and Kibeom Kim at the Sound Device Lab are on a mission to capture audio just as the artists intended.

In the Sound Device Lab, there is a clear and unwavering goal that guides every innovation: recreate the original sound as closely as the artists intended, with consumers top of mind. AI is a critical tool that enables Samsung to do this.

Sunmin Kim, who heads the Sound Device Lab, believes that sound is just one side of the coin: “The focus on sound quality is a given, but all innovations that made breakthroughs came from user-centric design. Sound settings and features need to be straightforward and user friendly.”

Seongsu Park noted that 70% of TV sound comes from the product while the remaining 30% is shaped by the space in which the sound is played: “Our products will continue to leverage the latest measurement systems and AI algorithms to analyze space and sound settings for optimal sound quality.”

On a final note, Kibeom Kim also shared the Sound Lab’s ambition in the era of multi-device sound experiences initiated by the Q-Symphony feature: “There is unlimited potential in Q-Symphony to produce audio that works in perfect harmony. We will continue to improve inter-device connectivity and enhance the feature for our users.”

Samsung is committed to delivering premium experiences for consumers, prioritizing their needs through innovative products. With a strong track record as a market leader for 17 consecutive years, Samsung will continue to enhance the viewing experience and drive sound innovation.

Elevate Your Living Space!

Enjoy Purchase with Purchase (PWP) with rebates up to RM999 for selected Q-Series Soundbar when you purchase selected Samsung TV’s.

Enjoy savings worth up to RM3,217 with the Neo QLED 8K TV too!

Experience the ultimate home entertainment when you pair them together. Promotion is valid from now until 30 September 2023.

For more information on Samsung’s TVs, please visit Merdeka 2023 – Lifestyle TV | Samsung Malaysia.

Fostering togetherness, unity and love

A gathering is never complete without the whole gang catching up with each other’s’ lives in front of the TV. With the Neo QLED 8K, you get to share a laugh over classic TV moments (fancy a laugh with the Senario crew anyone?) or psych yourself up for new and exciting shows thanks to the Neo Quantum HDR 8K Pro. With better picture quality, you can even relive the fun times of Saturday morning cartoons with your siblings or pick-up brand-new knowledge from the latest documentary in mind-blowing, eye-popping AI powered 8K definition.

A Stylish Centrepiece

Imagine this; you come home after a long day at work and intend to cool down. You want to relax in a calming area where you can also enjoy some form of quality entertainment. With Neo QLED 8K, you can enjoy top-notch entertainment in a stylish, comfortable area that is your living room! Thanks to the Infinity One Design and Slim One Connect, you can have that minimalist touch that will not only class up your living area and wow your visitors but keeps it neat and tidy. You can even pair up the TV with furniture that goes together with the design and create your own little bubble to enjoy the action spilling out of the screen and into your field of view. Now that’s a cool way to unwind and relax.

Is this fantasy or reality? You decide.

You’re not the only multitasker in the room, you know. With the Neo QLED 8K, there are myriad ways to escape humdrum reality and leap into the action on-screen as if you were there in real life. Gaming enthusiasts will be thrilled with the Neo QLED 8K’s 120Hz refresh rate which provides immediate responsiveness, life-like detail and an unparalleled gaming experience that you can’t get anywhere else. Explore fantastical worlds with games such as Legend of Zelda or keep your inner heroine in top condition with Lara Croft – with the Neo QLED 8K as your gaming companion, endless fantasy worlds are open to you at your fingertips.

Check out the 2023 Neo QLED 8K, Neo QLED 4K and QLED TVs Retail Recommended Price with upgraded model details below :-

Customer who purchase Neo QLED 8K QN700C, Neo QLED Q80C and QLED Q60C will automatically receive an upgrade to Neo QLED 8K QN800C, Neo QLED QN85C, and QLED Q70C respectively for the former price you pay! The benefit of these TV upgrade entitles you to spectacular picture quality and excellence performance in entertainment providing you WOW experience.

On top of that, you can also enjoy Purchase with Purchase (PWP) of 35% off for Q-Series Soundbar and by pairing Samsung TV’s with Samsung Soundbars, these devices will offer the most powerful, customizable and personalized ecosystem available to date.

To enjoy this exclusive deals, be one of the first to pre-order at Samsung Malaysia Online Store https://www.samsung.com/my/tvs/early-order-2023/  and own your desired TV now.