LONDON, UK – 30 August, 2018 – Samsung Electronics Co., Ltd. today held a press conference at IFA to outline its commitment to developing ground-breaking products and services that will shape the next era of connected living. Samsung showcased how breakthrough technologies that are powered by AI and IoT can bring greater convenience to people’s lives; eliminate complexity to enhance everyday experiences; and offer a level of security that gives peace of mind.

“Samsung is uniquely positioned to provide consumers with a full range of cutting-edge AI and IoT products and services based on our wide-ranging portfolio of TVs, displays, audio, home appliances and of course mobile devices,” said HS Kim, President and CEO of Consumer Electronics Division, Samsung Electronics. “We are striving to shape a new era of connected living, where our products and services seamlessly interact with one another to make our consumers’ lives richer, smarter and more entertaining.”

At the frontline of the future

Samsung is at the forefront of unlocking the power of AI and 5G for consumers, with multi-billion dollar investments announced in recent months, to ensure the continued integration of advancements across hardware, software and services. With the new AI research centers established across the world, including the recent addition at Cambridge in the UK, Samsung expects about 1,000 renowned AI researchers to be working in its facilities globally by 2020, designing and developing user-centric AI that continuously learns and enhances users’ lives in an ever-more intelligent, useful and personalised way.

Furthermore, a next generation network infrastructure is a pre-requisite for the next era of connected living: through its active role in establishing 5G industry standards, Samsung is spearheading the rollout of next-generation networks and later this year, anticipates the introduction of the world’s first 5G-powered gigabit home broadband service (5G Fixed Wireless Access) in the U.S.

The next frontier of picture quality with 8K resolution

Samsung continued to revolutionise the visual display industry at IFA 2018 with the introduction of the Q900R QLED 8K, complete with 8K AI Upscaling. Available in four ultra-large screen sizes (65”, 75”, 82” and 85”), Samsung QLED 8K TV will feature several 8K-ready enhancements, including Real 8K Resolution, Q HDR 8K and Quantum Processor 8K, all created to bring 8K-quality images to life.

Real 8K Resolution can produce 4,000 nit peak brightness – a standard met by most film studios. Q HDR 8K, powered by HDR10+ delivers perfect colour expression for realistic, life-like images, just as the creator originally intended. The Q900R’s 8K AI Upscaling, a proprietary technology developed with artificial intelligence, is designed to enhance both picture and sound quality – regardless of the original source quality or format – to premium 8K quality.

Samsung also announced The Wall, a cutting-edge Micro LED screen designed for enterprise and out-of-home viewing environments. Complete with self-emitting display technology and a modular design, The Wall is fully-customisable to give users the freedom to decide how to incorporate the display in their space.

In addition, Samsung introduced a new 49” model to The Frame line-up with the addition of easy discovery, giving users easy access to specially-curated works of art that can be displayed on the screen without having to sort through hundreds of options. In addition, The Frame’s Art Store continues to expand, with more than 850 works of art from some of the world’s most renowned art institutions, including the Berlin State Museum, the Victoria & Albert Museum and the Tate.

Finally, sound quality continues to remain a top priority, with the introduction of the HW-N950 and HW-N850 premium soundbars from Samsung and Harman Kardon. Both soundbars support Dolby Atmos and DTS:X to create an incredibly immersive sound environment.

Home appliances full of ideas

Globally, modern lives shift towards more dynamic technologies, expecting these to play multiple roles at home. In line with this trend, the kitchen becomes the centre of the home and appliances act as intelligent personal assistants. Ultimately, people want to transform their lives at home more than ever. Building on such continued momentum, Samsung has met the needs of evolving homes and consumers’ lifestyles with a full range of cutting-edge AI and IoT solutions.

With Family Hub refrigerator, users can enjoy a connected living experience to make kitchen life even more convenient and fulfilling. Using the large touchscreen as a control panel, Family Hub can easily control connected devices including third-party devices. With Bixby and Voice ID, users can instantly receive the tailored and personalised information they need, while Family Hub’s Meal Planner helps consumers plan meals by recommending the recipes that suit them best.

Dual Cook Flex has brought increased cooking efficiency to meet varying dietary requirements and preferences. With its flexible door and dual-cook function, users can cater to each family member’s needs efficiently. With the Cooking Guide, consumers can also receive recommendations on which oven to use based on the food ingredients and the type of cooking.

The revolutionary washing machine Quick Drive has dramatically transformed people’s lives for the better. Quick Drive can wash clothes in half the time without compromising on washing performance, freeing up consumers’ time. In addition, its AI-powered laundry care Q-rator system serves as a personalised and intelligent assistant, while Laundry Planner minimises time wasted on washing clothes by allowing users to start and stop laundry according to their schedules.

Next-generation mobile experiences

At IFA, Samsung presented its most powerful smartphone yet, the Galaxy Note9. Announced earlier this month in New York, the Galaxy Note9 is designed for those who demand the best of the best. The phone comes in two internal storage options – 128GB or 512GB – with the 512GB model supporting up to 1TB of storage via expandable memory^[1]. The Galaxy Note9’s 4,000mAh battery performance enables users to talk, text and play games without worrying about battery life, and its intelligent camera helps users to capture the perfect shot every time. The S Pen, a trademark of the Galaxy Note series, has been evolved into a Bluetooth remote control device, the S Pen now lets users take selfies and control presentation slides – even if the phone is 10 metres away.

Building on its premium professional credentials, the Galaxy Note9 is also integrated with Samsung DeX, delivering a PC-like experience. By simply connecting a single HDMI cable to a screen^[2], the phone can power a virtualised desktop or serve as a fully-functional second screen. Not only that, the Galaxy Note9 offers maximum productivity, but without compromising on security, with the most comprehensive configuration, deployment and management features on the market, courtesy of the Samsung Knox platform.

Also showcased at IFA is the new Galaxy Watch, which blends the look of a traditional watch with smart technology. Galaxy Watch’s improved battery life of up to 80+hours^[3] eliminates the need for daily charging. With the addition of LTE connectivity^[4], users of the Galaxy Watch can now also stay connected without being tethered to a smartphone. Reflecting the rise of consumer consciousness around well-being, the Galaxy Watch comes added with a new stress management tracker^[5], sleep tracker^[6] and breathing exercises to help users stay focused.

The Samsung Electronics Booth will be open at Level 2, City Cube Berlin from Friday, Aug. 31 to Wednesday, Sep. 5.

[1] Applies to 512GB model. Up to 512GB additional storage with external MicroSD card (sold separately).   External Memory may be used to store media (photos, video, and music files) but not applications

[2] HDMI cable and monitor sold separately

[3] Battery life varies by device and usage: Galaxy Watch 46mm (<80 hours typical usage; <168 hours low usage) and Galaxy Watch 42mm (<45 hours typical usage; <120 hours low usage). The actual time of battery life may vary depending on the network connection, component, setting, signal strength, noise and many other elements. Based on light usage

[4] 4G Galaxy Watch required. 4G version is subject to e-SIM connectivity –  e-SIM sold separately. Bluetooth-only Galaxy Watch requires a bluetooth connection to a smartphone to access same features. EE will be the first UK network to support the 4G Samsung Galaxy Watch when it launches later this year. Pricing and availability will be announced in due course

[5] Measured value is not appropriate for medical use

[6] Measured value is not appropriate for medical use

To learn more about how the company’s latest TV mesmerises viewers with virtually perfect picture quality and sound, Samsung Newsroom sat down with members of the team behind it, including product planners Beomkyun Rha and Jonghyuk Kim, and developers Hyunseung Lee and Sunghwan Jang.

Fostering a Viewing Experience Like Nothing Seen Before

QLED 8K boasts a resolution of 7,680 x 4,320 pixels—16 times more than a full HD (FHD) TV, and four times higher than 4K UHD display. As developer Hyunseung Lee explained, the TV’s added resolution allows detailed in images to be expressed more clearly, and creates a sense of reality and depth that keeps you immersed in your content.

“With conventional SD (standard definition) or HD (high definition) displays, when people look closely at depicted images, they can recognise them as a cluster of pixels,” said Lee. “However, with QLED 8K, the level of resolution is so high that pixels become invisible to the human eye, and viewers become incapable of distinguishing depicted objects from the real thing.”

As fellow developer Sunghwan Jang noted, however, it’s not just QLED 8K’s sky-high resolution that enables it to provide such textured, realistic images. The TV’s exceptional peak brightness—up to 4,000 nits—allows it to illuminate small details with impeccable precision.

“Bright content is expressed differently in 8K resolution,” said Jang. “Because 8K features four times more pixels than 4K, images and videos that are brighter and include more detail can be presented more accurately in 8K.”

Taking Immersion to Another Level with AI

Samsung has implement artficial intelligence (AI) technology into the QLED 8K TV.  Adding machine learning to the TV’s repertoire of immersion-enhancing features has made it easy for users to enjoy a wide range of content in crystal clear 8K.

Samsung’s exclusive machine-learning technology automatically upscales lower-resolution videos into 8K picture quality, regardless of the video’s native resolution or method of transmission. The technology is powered by the Quantum Processor 8K, which, according to product planner BeomKyun Rha, was enhanced to better process details and lighting.

As Lee explained, the difference that the upscaling technology makes is often as clear as black and white. “When you look at 4K content next to upscaled 8K video, black areas of the screen are where you can see a major difference, even under bright conditions.”

The difference is also especially noticeable when viewing scenes with lots of detail and contrast. When viewing a nature documentary, for example, QLED 8K ensures sharp, natural colours that depict both the beaming yellow sun and the emerald waves beneath it with vivid accuracy.

Dealing with Challenges

When developing QLED 8K, Samsung’s R&D team was encouraged by the 8K market’s rapid development, but found it difficult to agree upon how to improve on QLED TV’s specifications, given the TV’s status as the cornerstone of the company’s display offerings.

“The most difficult thing to do was to coordinate the opinions of all the related divisions,” explained Jang. “For example, the goal was to achieve 4,000-nit brightness. Conventional 4K TVs feature an optimum brightness of 1,500 to 2,000-nits, so raising that figure to 4,000 presented a challenge.”

Because the market had never seen TVs that satisfied the 4,000-nit specification, the team set out to raise the bar by achieving that value. “We wanted to produce the world’s best TV,” said product planner Jonghyuk Kim. “A TV that would allow content to be depicted as faithfully to creators’ intention as possible.

Delivering on that brightness goal presented a number of difficulties, and the team sought the opinions of a various divisions to help address them. “Once the discussions were done, [we] tirelessly researched every detail, such as how to adjust the amount of light to find an optimal balance of performance and durability,” Kim continued. “We worked very hard to figure out just the right amount. If it was too little, the light would be insufficient, but if it was too much, it would impact the product’s durability.”

Looking Ahead

Of course, Samsung’s R&D team overcame the challenges it faced during QLED 8K’s development, eventually delivering a TV with the power to redefine standards for visual immersion. The team isn’t resting on its laurels, however, as there’s still more work to be done.

Currently, Samsung’s 8K AI Upscaling technology is capable of enhancing content with better picture quality and sound, but the goal is to enable the AI to analyse users’ viewing conditions and environments in order to provide a more optimised, personalised experience. This will eventually allow the technology to offer any viewer an optimal and immersive viewing experience.

“We want our consumers to be able to immerse themselves in their favourite content, and view photos and videos from their everyday lives at a level of detail that allows them to feel like they’re present in the moment or scene,” said Rha. “We consider it our duty at Samsung to create new, innovative products like QLED 8K, that can help consumers realise such experiences.”

[1] Samsung QLED 8K will not support upscaling for PC, game and analogue content are not subject to 8K upscaling

Available in a choice of 65, 75, and 85-inch models, the new TV combines the market’s highest resolution with Artificial Intelligence (AI) technology that optimises content for 8K presentation—producing truly lifelike images and sound, and enabling users to enjoy much more immersive viewing experiences.

Samsung has been the world’s number one TV manufacturer for 12 years running thanks to a commitment to setting new standards for picture quality and immersion. With the unveiling of QLED 8K, the company has once again raised the bar for both.

Why 8K Matters

Large-screen TVs (measuring 65 inches or wider) are becoming more and more common, with over 11 million sold just last year and, according to leading market research firm IHS Markit^[2], approximately 16 million expected to be sold this year. The market for ultra-large screen TVs (measuring 75 inches or wider) is also predicted to almost double by the year 2020.

The larger TVs get, the more important their resolution becomes, as details portrayed on a bigger screen require more pixels—the thousands (or millions) of incredibly small dots that make up the images you see on your TV screen—to clearly define them. This means that ideally, in order to provide a level of detail that really blows viewers away, a large-screen TV’s resolution, or total number of pixels, should be above the previous high mark of 4K (3,840 x 2,160).

An 8K TV features a resolution of 7,680 x 4,320 pixels, which means roughly 8,000 pixels are packed into each horizontal line of the screen. At this level of pixel density, the individual pixels composing an image become imperceptible to the human eye—even when viewed up close. Samsung’s QLED 8K features over 30 million pixels in total, which adds depth and detail to content displayed on the TV’s expansive screen, and makes objects appear that much more realistic.

If history is any indication, consumers won’t have to wait long for immersive 8K content to become the new normal. It took just less than five years for UHD (Ultra-High Definition) TVs to overtake FHD (Full HD) models in global sales, and IHS Markit predicts that sales of 8K TVs will quadruple over the next few years.

How Resolution Affects Realism

Put simply, the higher a TV’s resolution, the sharper its picture quality, and the more realistic its images will seem. Samsung’s QLED 8K features a resolution that’s 16 times greater than FHD and four times greater than a 4K UHD TV. This allows the TV to produce lifelike visuals that accurately depict details in a scene or image which would likely go unnoticed on a lower-resolution TV.

As the resolution of an image increases, it also creates a sense of depth that tricks our eyes into believing that the objects within appear more immersive. When viewing high-resolution content on a wide screen, the wider our field of view, the more immersive the content we’re watching becomes, and the more “present” we feel within it.

In other words, QLED 8K’s high-res visuals and wide screen offer viewers a new level of immersion—one that allows them to feel like they’re in the heart of the action when viewing a favourite movie, or enjoying a front row seat when watching the big game.

How Samsung’s Innovating with 8K

Samsung’s QLED TVs have a history of fostering brilliant visuals that predates the line’s jump to ultra-high-resolution 8K.

For a start, each QLED TV is certified to deliver 100 percent colour volume^[3], which means accurate colours at any brightness level. This helps the TVs express subtle details in both bright and dark scenes, and produce vibrant HDR (high dynamic range) images that bring content to life.

Because contrast ratio, like resolution, can greatly affect a TV’s ability to produce images that pop off the screen, QLED 8K also features Samsung’s brightness-optimising Q HDR 8K technology. This innovative technology maximises contrast ratio to make images appear clearer and more three dimensional, analysing an image’s object(s) and background in order to accentuate fine details. The TV’s Direct Full Array Elite technology enhances contrast even further, in addition to offering precise backlighting controls.

QLED 8K’s combination of perfect colour volume, optimised contrast and support for the Samsung-spearheaded HDR10+ open standard allows it to foster truly cinematic viewing experiences. The TV’s 4,000-nit peak brightness matches the content mastering standard for major film and TV studios’ Blu-ray releases, while its HDR10+ technology leverages dynamic metadata to optimise contrast and colours from scene to scene to ensure that content is displayed in the manner that filmmakers intended.

And it’s not just films and shows that benefit from crystal clear 8K. The TV’s built-in Ambient Mode^[4] allows users to enhance their home’s décor with beautiful images when the TV is turned off. Photos and artworks look flawless when displayed at 8K resolution, and the TV’s boundless design creates the sense that the image on display is melting into the wall behind it.

What’s More: 8K AI Upscaling Technology Expands 8K TV Market

To enable users to enjoy as much 8K content as possible, the TV also features Samsung’s proprietary Quantum Processor 8K. This innovative addition recognises content—whether it’s transmitted via a streaming service, set-top box, HDMI, USB, or even mobile mirroring— and automatically upscales its sound and images into near-8K quality using machine-learning 8K AI Upscaling technology. This enables consumers to view just about any movie or show on any channel in crisp 8K, regardless of the video’s native resolution or method of transmission.

The upscaling technology is compatible with all types of content, including standard definition, HD, FHD and UHD, but its optimisation is most dramatic when the original source is a 4K UHD image. The built-in AI upscaling feature analyses the relationship between low- and high-resolution video, and uses this insight to apply millions of upscaling algorithms that accentuate details, add sharpness to edges, and eliminate compression noise for streamed videos.

The feature expertly restores content’s texture and detail to allow you to view your show or movie as it was meant to be seen. The resulting images are so vivid and detailed that you’ll feel like you could reach out and touch the objects and characters within them.

QLED 8K’s AI Upscaling technology also includes a sound optimisation function, which automatically analyses content’s sound from scene to scene to foster the most immersive experience possible. When watching a football game, for instance, when a player makes a big play, the sound may amplify the audience’s cheers to recreate the excitement of being there in person. After the play, the TV may emphasise the commentators’ voices as they break down what just happened. There’s no need to raise the volume to hear what’s being said; QLED 8K will do it for you.

Going forward, TVs will be evaluated based on their ability to enhance viewers’ immersion to the point that they feel like they’re experiencing a scene, game or moment firsthand. The launch of Samsung 8K AI Upscaling technology brings us closer than ever to achieving this goal of blurring the line between reality and reproduction.

[1] Samsung QLED 8K will not support upscaling for PC, game and analogue content are not subject to 8K upscaling

[2] IHS Markit TV Sets Market Tracker – Forecast Q1 2018, Information is not an endorsement of Samsung. Any reliance on these results is at the third party’s own risk. Visit technology.ihs.com for more details. 

[3] QLED TVs have received verification from world-class testing and certification association, Verband Deutscher Elektrotechniker (VDE), for its ability to produce 100 percent colour volume

[4] Some features of Ambient Mode require a compatible Android or iOS phone and sufficient space around the TV to operate; it will have varying results on complex wall designs, patterns, and/or unusual colours

LONDON, UK – August 30, 2018 – During its press conference at IFA 2018, Samsung Electronics Co., Ltd. is to announce its foray into 8K with the unveiling of the Q900R QLED 8K complete with 8K AI Upscaling. Available in four ultra-large screen sizes (65”, 75”, 82” and 85”), Samsung QLED 8K TV will feature several 8K-ready enhancements, including Real 8K Resolution, Q HDR 8K and Quantum Processor 8K, all created to bring 8K-quality images to life. The new Samsung QLED 8K will be available in the UK from Mid-October.

Samsung’s QLED 8K with 8K AI Upscaling is a part of the company’s long-term vision of leading 8K to the forefront as the most accurate and life-like screen resolution on the market.

“At Samsung, we’ve worked tirelessly over the years to move the industry forward when it comes to premium picture quality, and the introduction of our QLED 8K with 8K AI Upscaling is an integral component as we look to the future of displays,” said Jongsuk Chu, Senior Vice President of Visual Display Business at Samsung Electronics. “We’re thrilled to introduce the Q900R to consumers and are confident that they will experience nothing short of brilliance in colour, clarity and sound on our new 8K-capable models.”

To achieve 8K-quality images, the Samsung Q900R features Real 8K Resolution capable of up to 4,000 nit peak brightness – a standard met by most film studios. This feature allows TV to produce four times more pixels than a 4K UHD TV and 16 times more pixels than a full HD TV. Q HDR 8K powered by HDR (High Dynamic Range) 10+ technology which optimises the TV’s brightness levels and produces pristine colours and images is also incorporated to deliver pictures as intended by creators.

Samsung’s proprietary 8K AI Upscaling technology based on artificial intelligence also comes equipped with picture and sound quality to a level compatible with 8K regardless of the original source quality or format^[1]. Whether a user is watching content through a streaming service, set-top box, HDMI, USB or even mobile mirroring, the Quantum Processor 8K recognises and upscales the content to appear in 8K quality. In addition, the Q900R features Direct Full Array Elite for enhanced contrast and precise backlighting control, and also 100% Colour Volume, enabling users to witness billions of shades of colour for the purest colour accuracy to-date.

Focusing on user efficiency, the Q900R features a slate of new functions that enable consumers to use their TVs differently while maintaining the highest quality in picture and sound. For example, the TV recognises and analyses a number of connected entertainment devices like audio devices connected via optical cable with One Remote, then auto switches the TV’s image source and audio output for an optimised viewing experience. Lifestyle features, such as Ambient Mode, have been enhanced to seamlessly blend the TV in the surrounding space^[2] by showcasing beautiful images, weather, news and more on the screen. The One Near Invisible Cable, which comes standard at 5 meters, incorporates the optical cable and power in one seamless cord, giving users more freedom to decide where and how they place the TV. Smart enhancements, such as SmartThings, further add to the Q900R’s ability to provide users with greater access to information and make their lives easier, and the Universal Guide provides personalised recommendations to easily find live and OTT content on TV.

Samsung will showcase its latest television and audio announcements in its booth at IFA, located at the City Cube Berlin on Level 2.

[1] Samsung QLED 8K will not support upscaling for PC, game and analogue content are not subject to 8K upscaling

[2] Some features of Ambient Mode require a compatible Android or iOS phone and sufficient space around the TV to operate; it will have varying results on complex wall designs, patterns, and/or unusual colours.

To complement the exclusive photographs from Magnum Photos, ‘The Frame’ for 2018 includes a new ‘Slideshow’ feature that allows users to create customized collections of art that cycle-through on the screen when the TV is placed in ‘Art Mode’. In addition, the new ‘Favorite’ and ‘Curation’ features allow users to gain easy access to their favourite and specially curated works of art to display on screen without having to sort through hundreds of options. Along with the fine art partnerships, these added options have allowed customers to experience ‘The Frame’ not just as a television, but also as a discovery hub for the world’s most beautiful works of art.

“The Frame’s Art Store is the only digital art platform on TV. We will continue to develop it into a window to communicate with more viewers and a screen that enriches consumer’s everyday lives,” said Sangsook HAN, Vice President of Visual Display Business at Samsung Electronics. “Through the ‘Fine Art, Everyday’ Collection created in collaboration with Magnum Photos, we hope to bring to consumers joy and excitement in discovering new works from the comfort of their own homes.”

The photographs of the four artists that will be showcased in the collection are Alex Webb, Carolyn Drake, David Alan Harvey and Jonas Bendiksen. With their images, these celebrated photographers will show consumers the beauty in everyday life.

• Alex Webb has published 14 books including The Suffering of Light, a survey book of his colour work. His most recent book, Memory City, is a meditation about film, time, and the city of Rochester, NY. Webb’s works are best known for vibrant and complex colour work, especially from Latin America and the Caribbean that have been featured in the Houston Museum of Fine Arts, the New York Metropolitan Museum of Art and the Guggenheim Museum.
• Carolyn Drake became interested in the approaches to documentary at a young age – specifically the ways history and reality are purposefully shaped and revised over time. Between 2007 and 2013, Drake traveled frequently to Central Asia from her base in Istanbul to work on two projects, which became the highly acclaimed photo books Two Rivers and Wild Pigeon. She is the recipient of a Guggenheim fellowship, the Lange-Taylor Prize, a World Press Photo award, a Magnum Emergency Fund grant and a Fulbright fellowship.
• David Alan Harvey discovered photography at the age of 11 when he began photographing his family and neighbourhood. Harvey was named Magazine Photographer of the Year by the National Press Photographers Association in 1978. His work has been exhibited at the Corcoran Gallery of Art, the Nikon Gallery, the Museum of Modern Art in New York and the Virginia Museum of Fine Arts.
• Jonas Bendiksen is a Norwegian photographer who began his career at the age of 19 as an intern at Magnum’s London office, before leaving for Russia to pursue his own work as a photojournalist. In his works, Jonas often focuses on isolated communities and enclaves. He has received numerous awards, including the 2003 Infinity Award from the International Center of Photography, New York, and second place in the Daily Life Stories for World Press Photo, as well as first prize in the Pictures of the Year International Awards. His documentary of life in a Nirobi slum, Kibera, published in the Paris Review, won a National Magazine Award in 2007.

The Frame’s Art Store continues to expand, with more than 850 works of art from some of the world’s most renowned art institutions, including the Albertina, Museo Del Prado Collection, Yellow Korner, Victoria & Albert Museum, Berlin State Museum and more.

Samsung will showcase ‘The Frame’ for 2018 along with its latest television and audio announcements in its booth at IFA, located at the City Cube Berlin on Level 2. For more information, please visit www.samsung.com.