A New Golden Age in TV

on 05-02-2019
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Through customer research, cutting edge technology and AI, Samsung is helping to create a new dawn in TV viewing

JOHANNESBURG, South Africa, 05 February 2019 – The world’s boundless enthusiasm for digital devices has transformed us into masters in media multitasking. We switch between screens for entertainment, social networking, emailing and texting with ease. The first Smart TVs catered to this trend with interactive services. Thereafter, there was a proliferation of devices that connected to the TV including Blu-ray players and multiple video game consoles. And now the options for family entertainment have become almost limitless. With these choices, how we use the TV and the quality of the screen has become a massive focus point for Samsung.


“As family entertainment continues to evolve along with modern viewing habits, we’ve focussed on the use of pioneering technology and AI to create unparalleled and personalised viewing experiences. The results are already astounding,” says Reginald Nxumalo, Director: Consumer Electronics, Samsung South Africa.


Before creating the pioneering QLED line of TVs, Samsung committed research into user behaviour and preferences to learn what consumers wanted. Samsung researchers discovered that we are consuming more content than ever before but still want simplicity when it comes to accessing it. With this in mind, simplicity, access and integration are clear design mandatories for Samsung. The data collected has also led its engineers to improve and refine the Smart Hub – a slick menu bar across the bottom of the screen that offers one-click access to your preferred content. It conveniently displays recently viewed programmes and recommendations, including that streamed TV episode you didn’t finish watching.


Samsung’s research has likewise led to a vast improvement on the universal remote. As we link up more devices to our TVs, the functionality for a single remote is immense. The One Remote Control is designed for enhanced ease-of-use. It’s now configured to automatically read most cable and set-top boxes, games consoles and streaming devices — including Apple TV and is engineered to read the vast majority of devices connected to the TV via HDMI ports.


Furthermore, Samsung’s AI technology has transformed the quality of viewing by adapting to the home environment’s lighting conditions. Even sound is optimised for specific scenes, without having to change any settings. For example, if you’re watching a football game, the cheering of the spectators is amplified to recreate the excitement of the match. Or, if viewing a concert, the low-frequency sounds of the music might be highlighted to deliver a richer sound.


This AI technology has already attracted much attention, landing Samsung’s 2018 QLED TV line-up a CES 2018 Innovation Award, honouring outstanding design and engineering in consumer technology products.
Samsung technology is enabling the television to transform all pictures into 8K, the current highest ultra-high definition television resolution in digital television and digital cinematography. It lets consumers enjoy just about any movie or TV show on any channel in 8K resolution regardless of native resolution or method of transmission.


Samsung’s Bixby will be embedded in its 2019 QLED and premium TVs; this means even iTunes users will be able to use Bixby to search for TV and movies offered on Apple’s service. Samsung TVs will additionally support AirPlay 2, Apple’s upgraded Wi-Fi audio streaming technology, allowing customers to stream videos, music and other content directly to their TV from an Apple device.


There is now furthermore a distinct focus on form that matches the function. The Frame TV, for example, can be customised to your individual style. It can take the form of a piece of preloaded art from renowned artists or even one of your own pictures. As your style evolves and home décor changes, so can the look of your TV. It’s a truly elegant TV hidden in plain sight – transforming any living space by delivering beautiful design and content while blending into your home.

It’s this approach that will continually enhance every element of our viewing experience. A new golden age in TV has truly arrived.

Press Resources > Press Release

Products > TV & Audio

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