Samsung Pushes Boundaries of TV Technology at CES 2026 First Look

Samsung Electronics unveiled its latest innovations in television technology at the CES 2026 First Look, emphasising its commitment to delivering the ultimate viewing experience through cutting-edge advancements. The event showcased the company’s vision for the future of home entertainment, highlighting breakthroughs in display technology, design, and user experience.

At the core of Samsung’s presentation was its pursuit of “perfect colour,” a concept that aims to redefine how colours are displayed on screens. By leveraging advanced quantum dot technology and AI-driven colour calibration, Samsung demonstrated its ability to produce more vivid, accurate, and lifelike colours than ever before. This innovation ensures that viewers can enjoy content with life-like realism, whether it’s a high-octane action movie, the latest football game or a serene nature documentary.

In addition to colour accuracy, Samsung introduced its next-generation MicroLED and QD-OLED displays, which promise improved brightness, contrast, and energy efficiency vs their predecessors. These technologies are designed to cater to different consumer preferences, from gamers seeking ultra-fast response times to cinephiles desiring cinematic-quality visuals.

Samsung also showcased the importance of design in its new TV line-up. The company showcased sleek, minimalist designs that blend seamlessly into modern living spaces, with features like ultra-thin bezels and modular configurations that allow users to customise displays.

Furthermore, Samsung highlighted its focus on smart TV capabilities, integrating AI voice assistants, personalised content recommendations, and seamless connectivity with other smart devices. This holistic approach ensures that Samsung’s TVs are not just about visual excellence but also about creating a connected and intuitive user experience.

Samsung reaffirms its position as a global leader in the TV industry, pushing the boundaries of what’s possible and setting new standards for home entertainment. As the company continues to innovate, consumers can look forward to a future where their screens bring the world to life in ways previously unimaginable.

Zeena Hill, Director of Marketing for Home Entertainment and Appliances at Samsung UK said: “Broadcast TV in the UK still accounts for more than half (56%)[1] of all UK viewing and it doesn’t broadcast in higher quality than HD and sometimes even only in SD. Therefore, it’s definitely worth investing in a better TV as features such as AI upscaling in our Samsung TVs will automatically improve lower-resolution content bringing it closer to true 4K clarity even when streaming.”

Samsung’s industry-leading 7 years of OS upgrades[2] ensure your TV will be up-to-date long after you’ve bought it. That means you’ll continue to receive new user interface features, performance improvements, and security enhancements for years to come – just like a smartphone. It also means that you’ll have an up-to-date TV not just for the international football in summer 2026, but for tournaments in many years to come.

Thanks to Samsung’s Made For package, you get more than just a screen too – all TV models come with access to a world of premium entertainment. Shoppers can enjoy up to £495 in free subscriptions to popular apps including Xbox Game Pass, Calm, Channel 4+, NFL Game Pass, Squash TV and more. Adding even more value, users can redeem up to £150 in credit on their Galaxy Store account when they set up their new TV.

Furthermore, everyone has access to thousands of movies, shows and entertainment through Samsung TV Plus. This comes integrated into all Samsung TVs, so you can instantly access a vast library of shows, movies and more. No downloads, no installation, no subscription fee, it’s all added value built in.[4]

For more information, visit Samsung.com.

[1] Research commissioned by Samsung and conducted by Opinion Matters, among a sample of 2000 UK respondents (Nat Rep 16+). Data collected between 04.07.2025 and 07.07.2025.

[2] For 2023 models and later.

[3] Claim on selected 2024 and 2025 TVs and monitors that are activated: (a) between 01/08/25 and 31/03/26 and voucher codes redeemed before 01/05/26 for Rakuten TV voucher codes, or (b) activated before 31/03/26 and code redeemed before 01/05/26 for all other promotions. Eligibility, offers and T&Cs vary by provider. £495 value and apps shown based on 75″ Neo QLED 8K TV. Full T&Cs can be found at: https://www.samsung.com/uk/tvs/smart-tv/made-for-uk/

[4] Samsung account and internet connection required.