Samsung Electronics Co., Ltd. announced that it ranks as the world’s No.1 TV brand for the 20th consecutive year — marking two decades as the global leader in the television industry.

Samsung had held the top position in the global TV market since 2006, and, according to market research firm Omdia, the company recorded a 29.1% share of the global TV market in 2025. This achievement reinforces Samsung’s leadership across premium, ultra-large and next-generation display technologies.

Samsung led the premium segment priced over $2,500 with a 54.3% market share, driven by Neo QLED, OLED, and lifestyle TVs. It also maintained its lead in the segment over $1,500, holding a 52.2% market share.

“When consumers choose a TV, they’re choosing a brand they can trust for years to come,” said SW Yong, President and Head of the Visual Display (VD) Business at Samsung Electronics. “Our 20-year leadership in the global TV market reflects that trust — built on decades of engineering excellence and premium innovation.”

20 Years of Industry-Defining Innovation

Since first reaching the No.1 position in 2006 with its design-led Bordeaux TV, Samsung has consistently innovated to reshape the television industry:

• 2009: The company accelerated the global transition to LED TVs, setting new standards for slimmer, more energy-efficient displays.
• 2011: The introduction of Smart TVs further transformed televisions into connected entertainment platforms, expanding their role beyond traditional viewing.
• 2015: The Serif reimagined how TVs integrate into living spaces by introducing a design-focused TV that positioned the screen as a statement piece within the home.
• 2017: The company launched The Frame, pioneering the Art TV category by transforming the television into a customizable digital art canvas.
• 2017: In premium picture quality, Samsung continued to set industry benchmarks with the introduction of QLED TVs powered by quantum dot technology.
• 2018: 8K TVs delivered over 33 million pixels — four times the resolution of 4K.
• 2020: Samsung introduced MICRO LED technology, advancing self-emissive display innovation and setting new standards for brightness, contrast and color accuracy in ultra-large screens.

Through continuous advancements in picture quality, smart functionality and display innovation, Samsung has played a defining role in establishing today’s premium TV standards.

Strengthening Leadership in Premium and Next-Generation TVs

Building on its legacy of innovation, Samsung continues to evolve its premium TV portfolio with expanded Micro RGB models, advancing its next-generation display technologies and reinforcing leadership in high-performance screens. The company also continues to enhance its OLED and Neo QLED lineups, delivering premium picture quality, ultra-large screen options and differentiated display performance.

Samsung is expanding its Mini LED offerings as well, bringing enhanced brightness, contrast and precision control to a wider range of screen sizes and price tiers to extend advanced display performance across its lineup. At the same time, continued investment in AI-powered TVs integrates advanced processors and intelligent features that optimize picture, sound and personalization in real time.

With two decades of proven global leadership, Samsung remains one of the most consistently recognized and trusted TV brands worldwide — offering industry-leading technology across multiple price tiers, screen sizes and display innovations.

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

Samsung Electronics Co., Ltd. yesterday held “FAST Forward: How New Streaming Models Are Shaping the Next Generation of TV” as part of its Tech Forum panel series at CES 2026. Taking place at The Wynn in Las Vegas, Nevada, the panel brought together leaders from entertainment and media to explore the evolution of streaming and the rapid rise of free-ad-supported television (FAST).

The session highlighted the interconnected relationship between today’s rapidly evolving consumer behaviors and preferences, the transformation of content by technology and monetization models, the expanding role of creators as studios and the ways in which interactive and live experiences are catalyzing a shift from passive viewing into active engagement.

Moderated by Natalie Jarvey of The Ankler, the panel featured Salek Brodsky, SVP and Global Head of Samsung TV Plus; Alessandra Catanese, CEO of Smosh and Bruce Casino, EVP, Sales & Distribution, U.S., NBCUniversal Global TV Distribution.

FAST Gains Momentum as Audience Recalibrate Value

As audiences grapple with subscription fatigue and a fragmented streaming landscape, the panel focused on how FAST is restoring simplicity and value to television. Samsung TV Plus anchored the conversation as a platform designed to reduce friction, offering hundreds of live and on-demand channels in one free, easily accessible experience across Samsung TVs and devices worldwide.

“The TV experience today can often feel like too much work for the viewer,” said SVP Brodsky. “Our goal with Samsung TV Plus is to simplify television again and combine the power of linear discovery with a modern, connected experience that feels effortless, curated and truly valuable.”

The panelists emphasized that FAST has evolved into a core part of the streaming ecosystem, complementing subscription and traditional models while delivering premium, proven programming at scale. For Samsung TV Plus, that evolution is rooted in shared experiences that elevate viewing and meet users not just where they already are, but where they want to be.

Hybrid Models Redefine the Streaming Ecosystem

Panelists emphasized that the evolution of streaming is less about replacing traditional models and more about expanding how audiences engage with content. FAST, subscription and linear distribution models are increasingly working in tandem, allowing studios to extend the life of proven franchises, reach new viewers and unlock additional value without sacrificing performance elsewhere. By leveraging data, audience behavior and decades of content insight, media companies are deploying FAST to complement existing channels and create a more resilient and diversified ecosystem.

EVP Bruce Casino highlighted how this approach has enabled NBCUniversal to bring both classic and contemporary content to FAST audiences while continuing to see strong performance across platforms. “FAST doesn’t replace traditional distribution, it extends it,” said Casino. “What we’re seeing is that when great content shows up in multiple places, it creates incremental value rather than cannibalization — allowing franchises to thrive across FAST, streaming and linear channels.”

Creators Emerge as the New Studios 

The panel also examined how the changing nature of consumer habits and television platforms means content creators do not have to work exclusively with legacy studios to reach a broad audience. As this medium expands from social platforms to the living room, FAST is helping bridge digital culture and traditional TV, while also serving to elevate its production quality.

Samsung TV Plus was highlighted as a platform that helps creators evolve from digital-first brands into full-fledged television studios, helping expand reach, unlock new monetization opportunities and introduce content to broader, global audiences.

One of the clearest examples of a brand that has taken the step from digital-first brand to legitimate TV studio is sketch comedy-improv collective Smosh. By launching a FAST channel with Samsung TV Plus, Smosh has been able to strengthen its connection with its already-dedicated fans while gaining access to a much larger viewer base. Due to this evolution, Smosh has enhanced long-term growth.

“Partnering with Samsung TV Plus allowed us to elevate our production quality and invest in the future of the Smosh brand,” said CEO Alessandra Catanese. “It was the right platform to help us reach a broader audience while positioning our content in a premium environment that supports where we’re headed as a company.”

Live and Interactive Experiences Drive Engagement

Looking beyond on-demand viewing, panelists discussed how live programming like concerts and interactivity are reshaping the television experience by creating shared moments that audiences actively participate in.

With features such as synchronized premieres and real-time participation, technology is transforming television from a passive activity into an interactive experience — fostering connection, excitement and a sense of belonging that brings viewers together organically.Together, the panelists agreed that the future of television will be defined by flexibility, cultural connection and experiences that invite participation, not just consumption.

“Authentic content that creates cultural connection and brings people together is what matters most,” said SVP Brodsky. “That’s why we’re investing in live events, creator programming and interactive formats that remind people why TV has always been the center of the home.”

As streaming continues to evolve, Samsung is focused on helping shape a TV ecosystem that delivers value for viewers, opportunity for creators and scale for advertisers, — redefining what television can be in 2026 and beyond.

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

The holiday season is just around the corner, and we are here to make it extra special. Get ready to hop on a journey of unparalleled entertainment with Samsung’s Year-End Promo Campaign, “Season of Gifting,” running from 15 November to 31 December 2023. This festive season, Samsung is offering an array of exciting Gift with Purchase (GWP) offers when you purchase selected TV models and soundbars.

Elevate Your Viewing Experience

Picture your living room transformed into a cinematic wonderland – courtesy of Samsung’s QLED, Neo QLED, The Frame TVs, and an accompanying powerful soundbar. These technological marvels breathe life into your imagination.

Whether you’re a movie buff, a sports enthusiast, or a casual viewer, our exclusive year-end promotion caters to all preferences. With the addition of the powerful soundbar, you’ll find yourself immersed in the heart of the action.

This year-end promotion is the perfect opportunity to treat yourself and your family to the gift of exceptional entertainment. It’s time to create memories that will last a lifetime!

Don’t miss out on these incredible offers. Mark your calendars for 15 November 2023 – 31 December 2023, and let Samsung make your holiday season truly special. Transform your home into a hub of entertainment, and unbox the magic of the “Season of Gifting.”

To find out more, please visit: www.samsung.com/my/offer/tv-season-of-gifting-2023

“Technological innovation gains true meaning when it is available to everyone, so we’re thrilled to receive this certification that underscores our work to build features to make viewing more accessible,” said Seok Woo Yong, EVP and Deputy Head of Visual Display Business at Samsung Electronics. “Under Samsung’s mission of ‘Screens Everywhere, Screens for All,’ we will continue to deliver premium screens that cater to the needs of every viewer.”

To improve the viewing experience for consumers with different types of low vision, Samsung developed Relumino Mode, which enhances specific parts of videos — such as highlighting outlines and improving contrast and sharpness — so that it is easier to discern content on the screen and follow the actions. Amblyopia, also known as lazy eye, occurs in about three percent of children, making it one of the more common low vision problems experienced in childhood. In most cases of amblyopia, a child’s brain ignores the signals coming from one eye, meaning it only develops pathways to the other eye.

TÜV Rheinland, a leading international certification body, awards its “Low Vision Care” certification by evaluating how technology impacts the user experience for those with amblyopia. It conducts various tests that compare how normal display modes and the Relumino Mode differ in clarity, sharpness, and overall visual comfort.

In addition to this latest certification, Samsung screens have also received the “Circadian Rhythm Display” certification and “Eye Care” certification from Verband Deutscher Elektrotechniker (VDE), as well as the “Glare-Free” validation from Underwriters Laboratories (UL) for its technologies that offer a safer, more comfortable viewing experience. It also received the “Pantone Validated” and “Skin Tone Validated” certifications from Pantone, signifying that certified Samsung screens meet the organization’s color accuracy standards. This growing list of accolades highlights how innovation can positively influence consumer experiences with technology and reinforces Samsung’s global TV leadership over the past 17 years.

For more information on Samsung’s 2023 TV lineup, please visit: https://www.samsung.com/my/tvs/all-tvs/

[1] Neo QLED 8K (QN900, QN800), Neo QLED 4K (QN80 and above) and QLED (Q80 and above) series. Applied models vary by region.

Looking for the perfect reason to upgrade your home entertainment system? Look no further! Samsung is thrilled to introduce the Prime Video Campaign, offering you an exclusive opportunity to elevate your viewing experience.

This campaign is set to captivate audiences from 1 October 2023 – 31 December 2023.

Why This Campaign is a Game-Changer:

1. A World of Entertainment Awaits:

Picture this – you’re nestled on your couch, popcorn in hand, and you’re about to dive into the latest blockbuster. With every purchase of selected Samsung TVs during the campaign period at participating stores, you’ll receive an exclusive voucher code. This code is your golden ticket to unlock three months of Prime Video voucher codes worth RM75.00. Say goodbye to ordinary TV nights and hello to a world of thrilling movies and binge-worthy TV series.

2. Limited Offer, Act Fast:

It’s a classic case of “the early bird catches the worm.” The Prime Video voucher codes are up for grabs on a first-come, first-served basis. We have limited stock, and the clock is ticking. Don’t miss your chance to be among the lucky ones who get to enjoy this incredible offer. Once these voucher codes are gone, they’re gone.

3. Hassle-Free Activation:

Activating your Prime Video voucher code is as easy as pie. All you need is a Samsung Account and a Prime Video account. After making your qualifying purchase just fire up the pre-installed Samsung Promotion application on your Samsung TV. Keep an eye out for the Prime Video promotion banner and click “Get it Now.” You’ll receive a unique QR code that links directly to the Prime Video page for free gift redemption.

Your Prime Video voucher code is valid for activation until 31 January 2024. To activate, you need to agree to Prime Video Terms or Prime Terms, provide a valid payment method to Amazon, and agree to an auto-renewal, billed by Amazon after the Fuse Tokens Subscription Period unless you decide cancel.

So, what are you waiting for? It’s time to turn your living room into a private cinema and enjoy top-notch entertainment on your terms. Upgrade your TV, activate your Prime Video voucher codes, and let the movie nights begin! With Samsung’s Prime Video Campaign, you’ll be saying goodbye to boredom and hello to endless entertainment. Don’t miss out on this opportunity to go big!

For more information on the Prime Video Campaign, please visit: https://www.samsung.com/my/offer/tv-2023primevideo/

Are you hesitating to take the leap into the world of supersize TVs? Concerns about space, price, and the uncertainty of making such a significant investment might be holding you back. But fear not, Samsung is here to address those very concerns. With our Supersize TV campaign, we’re ready to prove that going big is the way to go, and you won’t have any regrets.

Samsung understands that every living space is unique. To cater to diverse needs, we are proud to offer impressive range of TV sizes, including the Samsung 77” OLED, 85” Neo QLED and 98” QLED Supersize TVs. Whether you’re in a cozy apartment or a spacious living room, there’s a size that fits perfectly.

The 98” QLED TV is an extraordinary addition, redefining your home entertainment experience. With an emphasis on size, quality, and experience, the 98” QLED TV is set to transform the way you enjoy content and social moments. Samsung’s new Ultra-large Screen TVs are designed to uplift your home entertainment to a whole new level. It’s about experiencing content in a way that was never before possible, with the bigger screen making everything better.

Why You Need to Go Big

The 98” QLED TV, the flagship of this campaign deserves special attention. It’s not just a television, it’s a gateway to a world of endless entertainment possibilities. Here’s why consumers are rushing to make it the centerpiece of their living rooms:

1. Cinematic Bliss

Imagine the feeling of being at a movie theatre, right in your own home. The supersize TV offers a cinematic experience like no other, with lifelike colours, sharp details, and crystal-clear sound that envelops you in every scene.

2. Gaming Extravaganza

Gamers rejoice! With Motion Xcelerator Turbo+ (4K @120Hz) and a screen this vast, you can dive into your favourite games with unparalleled immersion, racing at breakneck speeds, exploring epic fantasy worlds, or battling it out in first-person shooters. The supersize QLED TV enhances every gaming moment with exceptional motion enhancements up to 4K 120Hz, ensuring ultra-smooth action without lag and motion blur.

Get your hands on Samsung’s biggest TV for premium viewing bliss and endless entertainment today!  But here’s the exciting twist – from 1 October to 31 October 2023, you can also enjoy a complimentary Setel Petrol Voucher worth up to a whopping RM800*! Unleash the possibilities of the Supersize TV campaign by exploring more at: https://www.samsung.com/my/offer/super-size-tv-new.

Merdeka Promotion Extension: Snag Up to RM800 Setel Petrol Voucher with Selected TV Models!

Exciting news for all you Samsung TV enthusiasts! Due to the overwhelming response, our Merdeka Promotion has been extended. Now, you can snag a Setel Petrol Voucher worth up to RM800[1] when you purchase selected Samsung TV models until 31 October, 2023! Don’t let this amazing deal slip through your fingers!

Don’t miss this fantastic opportunity, check them out today!

To find out more, please visit: https://www.samsung.com/my/offer/tv/merdeka-2023/

[1] Promotion is valid while stocks last and on a first-come, first-served basis.

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.

▲ One of Samsung’s industry-leading anechoic chambers in Suwon is used to accurately evaluate the audio performance for various products.

Samsung Newsroom sat down with Sunmin Kim and Seongsu Park from the Sound Device Lab within the Visual Display Business at Samsung Electronics to discuss the importance of audio in delivering a superior viewing experience as well as Samsung’s latest innovations in sound and picture quality.

Bringing Content to Life Through Sound

“Sound plays a very important role in making the content we consume immersive,” said Sunmin Kim, Head of the Sound Device Lab, Visual Display Business at Samsung Electronics. Be it romantic films, funny TV shows or even live sports broadcasts, Kim believes that a majority of the emotional impact from visual content is delivered through sound. “For example, it’s often the background music and sound effects that make horror films more terrifying. If you were to turn off the sound, many scenes wouldn’t be as scary. In fact, you may even find some scenes to be funny.”

▲ “The Sound Device Lab is committed to developing optimal solutions that deliver sound just as artists intended,” said Kim, Head of the Sound Device Lab, Visual Display Business.

“Film, TV and music directors are all artists. And what’s important to me is that they work to amplify stories through sound effects and music,” said Kim. “The goal here at the Sound Device Lab is to deliver content to viewers as the artists intended.”

This can be a daunting task because production and viewing environments tend to vary significantly. Seongsu Park, who oversees speaker development and audio evaluation in the Sound Device Lab, shared some of the challenges his team faces.

“Audio for movies and TV shows, in general, are mixed to a reference level of approximately 85 decibels (dB), equivalent to volume levels found in a movie theater. However, at home, many viewers watch the content at lower volumes. According to our research, many TV viewers reduce the volume to around 60dB, and some even to 20dB, to avoid disturbing neighbors,” explained Park. This means that dialogues that would have been audible in the mixing studio may be indiscernible in the living room. Engineers must consider additional differences in consumers’ viewing environments such as curtains, furniture and other elements that might absorb or deflect sound waves.

▲ “We’ve moved on from front-facing speakers to speakers all around the TV,” said Park of Samsung’s Visual Display Business.

The Sound Device Lab found solutions in the form of hardware and software innovations. From the hardware side, multiple smaller, specialized speakers were introduced to provide surround sound. The software side tuned these speakers to form a balanced audio experience and remixed the sound signals to ensure key sound factors are delivered to viewers.

From Few, Front-facing to Many, Everywhere-Facing Speakers

TVs are usually limited to their set form factor when producing sound. Recently, this limitation has become increasingly restrictive for sound engineers as TVs have become slimmer from both the front and side. “In the past, huge front-facing stereo speakers were on each side of the TV screen. Current TV designs deny such placement,” said Park. “We were forced to dig deep.”

▲ TV designs have become thinner and slimmer, forcing sound engineers to get creative.

The Sound Device Lab responded to the challenge by developing multiple smaller speaker units for its TVs and placing them away from plain sight. By arranging these units in different directions and coordinating the audio output, the team was able to simulate surround sound.

This technology is further pushed in models that feature Neural Processing Units (NPUs), such as the Neural Quantum Processor found on select Neo QLED TV models, by unlocking features such as Object Tracking Sound (OTS). OTS identifies picture and audio objects on the screen in real time before matching, tracking and coordinating multiple speakers to create a dynamic three-dimensional soundscape.

▲ The latest Samsung TVs utilize a number of distributed speakers to offer a more 3D-like sound.[1]

To support slimmer bezels and flat-to-the-wall TV designs, sound engineers also had to reduce the physical size of the speakers. Speakers operate by physically pushing out air, so in many cases, speaker performance is directly affected by size. As the Sound Device Lab could not physically enlarge the speakers, it instead focused on the range of movement.

“Let’s say the moving range of a speaker driver is 100. Using 50-70% of that range was considered to be sufficient. To respond to slimmer TV designs, however, we raised that range to 80-85%,” explained Park. “As we fit smaller but more efficient speakers in our TVs, we were not only able to accommodate the slimmer design, but we also ended up improving the collective sound performance.”

▲ A wide range of speakers are strategically positioned in recent Samsung TVs, including up-firing and side-firing hidden center speakers as well as woofers that bounce deep bass off the walls.[1]

Creating Perfect Balance From Every Angle

While adding speakers resulted in a more immersive and dynamic audio experience, it posed another challenge. Sound engineers had to fine-tune and balance the multiple speakers to achieve a perfect blend of sound. With many speakers operating at differing frequency ranges and all facing different directions, tuning them to work in unison as a single balanced unit became exponentially difficult — but it had to be done.

The effort started with gathering accurate data. In anechoic and semi-anechoic chambers, the Sound Device Lab members measured TV sounds from 323 different points, covering the entire range of TV viewing, for each of the settings until the frequency and volume balance was optimal. After that, they took each model to listening rooms and simulated various real-life living room settings to ensure the speakers were tuned to perfection.

▲ Direct sounds, sans echoes and reverberations, are measured and tuned at a total of 323 points by adjusting TV angles. This is an essential process in tuning each unit to an optimal sound balance.

▲ (Clockwise from the top left) The images represent the following: (1) a graph measuring Sound Pressure Level (SPL) by frequency band at a specific angle, (2) SPL in a specific frequency space, (3) SPL by distance for all frequency bands and SPL by frequency band at an angle from a specific direction and (4) a graph combining measurements from all 323 points. This is the process of finding a “Target Curve” that ensures even sound distribution within the human hearing range, tuning each speaker to deliver excellent sound quality from any angle.

Future-Proofing Sound

As the global TV market leader for 17 consecutive years, Samsung remains committed to innovating the TV experience. So, what’s next?

“I was shocked when a colleague told me that the volume keys are the most frequently pressed buttons on a TV remote. This signals a clear inconvenience. So, it has become a vision of mine to remove the volume buttons completely from the remote control,” shared Park, expressing his desire to enable Samsung TVs to automatically adjust the volume based on surrounding noise.

“Great technology produces and delivers accurate sound,” said Kim. “We will continue to incorporate our long-running expertise with newer technologies such as AI to create as close a reference sound as possible.”

In the next part of this series, Samsung Newsroom will explore the role of AI in elevating audio performance and sound experiences.

Elevate your home this Merdeka!

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

[1] Speaker locations may vary by model.

“We’re thrilled to join forces with NEXON, a true pioneer in video games, to introduce the world’s first HDR10+ GAMING title, ‘The First Descendant,’” said Seokwoo Jason Yong, Executive Vice President of the Visual Display Business at Samsung Electronics. “This is a gaming milestone that goes beyond mere technological advancement; it represents Samsung’s continued commitment to enhance the gaming experience as technology evolves.”

HDR10+ GAMING Technology Ushers in a New Era of Gaming

HDR10+ GAMING provides gamers with the ultimate HDR game experience through deeper color, contrast and brightness. It also enables more accurate depiction of details in dark shadows and bright highlights, which allows users to fully engage in their gaming adventure.

HDR10+ GAMING supports an optimized experience that eliminates the hassle of adjusting numerous manual settings. And it enables enhanced gameplay with near-instant responses through low latency and variable refresh rate support. Furthermore, the standard provides developers with tools that allow consistent and reliable HDR gaming experiences across all HDR10+ GAMING displays.

“The First Descendant” is the first gaming title that will fully leverage the HDR10+ GAMING standard. It is set to provide gamers with one of the most responsive, accurate and frictionless HDR gaming experiences to date.

With Global Adoption and Innovation, HDR10+ Continues To Expand

Samsung co-established HDR10+ Technologies LLC in 2018 to provide a royalty-free, open dynamic metadata standard in the industry. The HDR10+ ecosystem has now grown to comprise 155 partners and over 7,000 certified devices including TVs, monitors, projectors, smartphones, tablets, set-top boxes and more.

This collaboration with NEXON reinforces Samsung’s unwavering commitment to providing superior visual experiences that go beyond entertainment and media consumption. Samsung’s latest gaming monitors and TV lineups[1] also support the HDR10+ GAMING standard, further reinforcing the company’s leadership in the gaming industry.

“By adopting HDR10+ GAMING, we are bringing the game to life in a way that was previously not possible,” said Hyun Kim, Executive Vice President and Deputy Head of Business Development at NEXON. “This partnership with Samsung is also raising the bar in HDR gaming, and we are excited to usher in this new standard of picture quality in video games.”

The open beta test of “The First Descendant” will begin on September 19, allowing gamers around the world[2] to experience the more realistic HDR gameplay firsthand.

For more information on HDR10+ technology, please visit https://hdr10plus.org/

[1] HDR10+ GAMING is supported on Samsung monitors (Odyssey 7 series and above) and TV models (Q70 series and 120Hz above) since its release in 2022.

[2] Not available in China.