This festive season, the “Summer Is On Us” promotion is adding value to loyal Samsung customers by bundling purchases of quality entertainment TVs and household appliances with one or two complimentary gifts such as Galaxy devices (tablets, watches, earbuds) and/or soundbars – valued at up-to R52, 000^[1].

Running until 25 January 2026, customers can elevate their home entertainment this summer and enjoy a complimentary Galaxy device and/or sound bar when upgrading to any of the qualifying home appliances and/or a big screen TV. Samsung’s lifestyle TVs blend art and technology stylishly – into user’s living spaces.

Great for home cinema buffs, streaming families and even those who love beautiful spaces – Samsung products are able to create harmony with the customer’s interior decor. Samsung’s “Summer Is On Us” promotion is bringing entertainment and Galaxy innovation together. You can now create a seamlessly connected smart home and lifestyle experience. Below are the free gifts^[2] that you can receive with your purchases:

• 65-inch QN900F 8K Neo QLED Mini LED Vision AI TV 2025 (R59, 999*) – Receive a Free Galaxy Tab S10 FE Wi-Fi plus a Q-Series Soundbar valued at R29, 999*. This innovative TV comes packed with key features that include 8K AI Upscaling, Glare-Free^[3], Metal Frame Design and Quantum Mini-LED Pro.
• 83-inch S90F 4K OLED Samsung Vision AI TV 2025 (R99, 999*) – Receive a Free Galaxy Tab S11 Ultra plus a Q-Series Soundbar valued at R51, 999*. At a glance, this AI-enabled TV comes with key features that include NQ4 AI Gen3 Processor, Glare-Free^[4], OLED HDR Pro and Ultimate Gaming Pack.
• 85-inch LS03F 4K The Frame Samsung Vision AI TV 2025 (R49, 999*) – Receive a Free Galaxy A36 Tab valued at R8, 999*. Its ground-breaking features include a Modern Frame Design, Art Mode, Artful Picture Quality with QLED and Samsung Vision AI.
• Bottom Freezer with Water Dispenser & All Round Cooling, Black, 459L, RB50DG632EB1FA (R15, 999*) with SpaceMax Technology – Receive a Free Galaxy A16 5G valued at R3, 299*.
• Bespoke AI 12KG Front Loader, with Eco bubble, AI Wash & AI Energy Mode (R14, 999*) – Receive a Free Galaxy A16 5G valued at R3, 299*.
• Bespoke AI 20KG Front Loader, with All in One Control and AI Energy Mode – Smart Energy Savings (R23, 999*) – Receive a Free Galaxy A26 valued at R4, 999*.

This seasonal promotion is designed for those that are looking to take advantage of the premium experience. Visit any of the participating retailers including Hirsch’s, ISER Independent stores, Takealot, Makro, Game, HiFi Corp, Incredible Connection, Russells, Bradlows, House & Home, Builders warehouse as well as Samsung online and Samsung stores now to redeem these bundle offers.

And, for more information and offers, visit https://samsung.com/za/offer/get-more-this-summer/

^[1] Terms and Conditions apply.

^[2] Redemption T&Cs apply.

^[3] The Glare-Free performance has been verified by UL Solutions, a global certification organization. The verification certifies glare-free performance by evaluating the product against the Unified Glare Rating (UGR) test standards set by the International Commission on Illumination (CIE) (Reflected glare UGR ≤ 10, discomfort glare UGR ≤ 22, disability glare UGR ≤ 34).

^[4] The Glare-Free performance has been verified by UL Solutions, a global certification organization. The verification certifies glare-free performance by evaluating the product against the Unified Glare Rating (UGR) test standards set by the International Commission on Illumination (CIE) (Reflected glare UGR ≤ 10, discomfort glare UGR ≤ 22, disability glare UGR ≤ 34).

* Recommended Resale Price. Prices vary per retailer.

The reopening of this store represents a major milestone for Samsung, as it strengthens its retail presence in Africa and brings cutting-edge technology closer to local communities. The revamped space will offer visitors hands-on experiences with Samsung’s wide range of products, from smartphones to smart home appliances, televisions and monitors, enhancing the connection between the brand and its customers.

A Modern Shopping Experience

With a focus on interactivity and engagement, the new store layout reflects Samsung’s commitment to providing a more convenient and dynamic shopping environment. Customers will have the opportunity to engage with Samsung’s full ecosystem of devices, including the latest Galaxy smartphones, smart home solutions, and high-tech televisions. The store also integrates interactive displays and a sleek, futuristic design, making it easier for customers to discover new products while enjoying a tech-focused, engaging experience.

“We are incredibly excited to bring this enhanced shopping experience to Cape Town,” said Oscar Makola, Chief Marketing Officer at Samsung Electronics Africa. “The refurbished Somerset Mall store is more than just a retail space; it’s an immersive environment where customers can experience our latest innovations first-hand. It also provides an opportunity for us to continue deepening our relationships with our customers by offering expert advice, personalised services, and an exciting atmosphere where technology comes to life.”

New Features and Products

The revamped store will feature a range of premium Samsung products, including the Neo QLED 8K, OLED, and The Frame AI-powered TVs, allowing customers to explore the latest in home entertainment. The newly launched Music Frame Smart Speaker combines immersive surround sound with a photo frame design, offering a unique way for customers to showcase their favourite memories while enjoying premium audio.

The store will also showcase the Bespoke AI range of home appliances, including fridges, washing machines, dishwashers, and microwave ovens. These connected, AI-driven appliances offer improved energy savings, greater convenience, and a personalised touch with customisable colours, materials, and configurations that fit seamlessly into any home.

For smartphone enthusiasts, the store will feature the latest Galaxy S24 Series, as well as the Galaxy Z Fold6 and Galaxy Z Flip6, all powered by Galaxy AI to enhance creativity, productivity, and security.

“The new layout of the store was designed with customer experience in mind. It features a modern, intuitive flow that invites exploration and interaction with Samsung’s wide range of products. The layout supports the interconnectedness of the brand’s ecosystem, ensuring a seamless journey for customers as they move from one product category to the next. The spacious and open design also enables customers to receive personalised service and advice from expert staff, making the entire experience more convenient and enjoyable. The strategic timing of the reopening allows both new and existing customers to get access to the season’s best offers ahead of the busy holiday shopping season,” added Makola.

The new store will feature a comprehensive range of Samsung products, including the newest smartphones, tablets, wearables, home appliances, aircons, TVs and monitors. With a modern and engaging design, the store aims to provide customers with an interactive and hands-on experience with Samsung’s advanced technology.

The new store is set to bring the full customer journey with the extensive range of Samsung product offerings. From audio-visual, cooking, and cleaning to other home appliances, customers will be able to get their hands on all the new technology the company has to offer. The recently launched Bespoke AI home appliances including fridges, washing machines, dishwashers, and microwave ovens will be available to help customers do less and live more as they elevate the way they stay entertained and do ordinary household chores, among other

Home entertainment will transform to bring consumers the ultimate viewing experience thanks to an array of ground-breaking AI televisions such as the Neo QLED 8K, OLED, The Serif, and The Frame, as well as gaming monitors like the highly impressive Odyssey.

Customers looking to upgrade their mobile experience will have to look no further as the store will bring the latest smartphones from the accessible Galaxy A series to the AI-powered flagships, the Galaxy S24 series and Galaxy Z Fold6 and Z Flip6 foldables. As the best that Galaxy has to offer, these devices take productivity, creativity, and entertainment to a whole new level with their most advanced AI features.

With Spring ushering in the warm and hot temperatures, customers need not worry as they can visit the store to get their hands on the new WindFree^TM air-conditioner range to make their homes cool and comfortable.

The store’s operating hours are 09h00 – 19h00 Monday to Saturday, and 09h00 – 17h00 on Sundays and public holidays. With its friendly and highly-trained staff always ready and willing to assist customers with their insights on the latest Samsung innovations and great deals, the new Samsung store at Cresta Mall is expected to be a hive of activity.

Yesterday Samsung South Africa unveiled its 2024 TV and sound device line-up at the local Unbox & Discover event which took place at Samsung Experience Store, Design Quarter, Johannesburg, showcasing the latest Neo QLED 8K and 4K, OLED TVs and sound devices. As the world’s leading TV manufacturer for 18 consecutive years^[1], Samsung’s offerings at this year’s event elevate the home entertainment experience with a range of powerful, AI-driven solutions.

“We are expanding the limits of home entertainment by incorporating AI to transcend traditional viewing experiences,” said Mike van Lier, Vice President of the Consumer Electronics at Samsung South Africa. “This year’s TV line-up showcases our dedication to innovation, delivering products that not only of premium viewing quality but also significantly enrich our consumers’ lifestyles,” said Mike.

Elevating Senses With Neo QLED 8K: Clarity, Sound and Smart Experiences

Neo QLED 8K stands as the flagship of Samsung’s latest TV line-up, equipped with the advanced NQ8 AI Gen3 processor and marking a significant leap in AI TV technology. This processor features a Neural Processing Unit (NPU), along with an eightfold increase in neural networks from 64 to 512 — ensuring an exceptional viewing experience with crisp details, regardless of the input source.

Every scene on the Neo QLED 8K is a feast for the eyes, thanks to its AI-driven picture technology. It brings out the finest details with outstanding clarity and naturalness, from facial expressions to the most subtle nuances. With 8K AI Upscaling Pro,^[2] users’ favourite shows and movies are transformed to closely match the 8K display, allowing them to enjoy the level of details and picture clarity that surpasses conventional 4K TVs.^[3] Additionally, AI Motion Enhancer Pro^[4] makes fast action smoother and clearer — a dream for sports fans — while Real Depth Enhancer Pro adds a lifelike depth to the picture and pulls viewers into the scene every time. All these features come together to redefine the big screen experience.

The Neo QLED 8K also delivers audio powered by AI sound technology. This year’s Active Voice Amplifier Pro now excels at extracting dialogue from background noise, ensuring every word is heard clearly. Object Tracking Sound Pro^[5] also enriches the audio experience by syncing the sound with on-screen action, creating a more dynamic and engaging viewing experience. Adaptive Sound Pro further refines the audio experience by intelligently adjusting the audio to the content and room acoustics, for a genuinely rich and lifelike sound.

The Neo QLED 8K also boasts AI features that understand and adapt to user needs. The AI Auto Game Mode kicks in during gaming, optimizing the visuals and audio for an even more immersive and engaging gaming experience. The AI Customization Mode adjusts the picture for each scene based on user preference, while AI Energy Mode saves power without compromising picture quality. These features ensure that Neo QLED 8K is easy, personalized, and energy efficient for all entertainment needs.

The Neo QLED 8K available in two models, QN900D and QN800D, and in sizes of 65, 75, and 85 inches. While the Neo QLED 4K available in one model QN90D, and in sizes of 43, 50, 55, 65, 75, 86, and 98 inches. The Neo QLED 8K and 4K line-up promises an unparalleled viewing experience in the premium large-screen category.

Smart Features With Samsung Tizen OS for Enhanced Integration and Personalization

In 2024, Samsung’s AI screens are set to redefine the user experience with advanced connectivity and a suite of smart features, apps and platforms. Leveraging the powerful Tizen OS, these innovations have created an ecosystem that is connected, personalized and secure through Knox Security. This allows devices to integrate effortlessly into users’ digital worlds, transforming screens into a central hub for all their needs.

Samsung’s latest TVs are designed to connect with a smart ecosystem immediately upon setup. The moment users turn on their new Samsung TV, the TV recognizes and connects to existing networks and devices, all orchestrated through a simple notification on users’ smartphones. This effortless setup extends to all Samsung devices at home as well as third-party appliances and IoT devices, thanks to its compatibility with HCA and Matter. This eliminates the need for extra hubs, so everything from lighting to security sensors can be managed directly from the screen.

Samsung’s 2024 screen line-up also brings integration with users’ smartphones to new heights. Users can simply bring their smartphone near the TV to activate Smart Mobile Connect, which turns the device into a universal remote for the TV and connected home appliances. Additionally, in 2024, users can use their smartphones as game controllers with a customizable user interface (UI) and haptic feedback, offering convenient and enhanced gameplay at their fingertips.

Beyond connectivity, Samsung’s 2024 Smart TVs also provide highly personalized experience with its apps and platforms. With the latest addition of widgets, TV screens are now personalized dashboards that allow users to easily monitor home status, camera feeds, energy usage, weather updates and more.

Security is paramount, and with Samsung Knox, every feature, app, and platform benefits from robust protection, allowing connected experiences to remain private and secure.

Expansive Line-up for All Entertainment Needs: Neo QLED 4K, OLED and Sound Devices

An expanded and enhanced range of TVs and sound devices designed to offer consumers a wider array of choices to suit diverse lifestyles and preferences is being introduced by Samsung this year. This comprehensive line up underscores Samsung’s commitment to innovation and a customer-centric approach.

The 2024 Neo QLED 4K line up brings cutting-edge innovations from the latest Neo QLED 8K flagship TVs, elevating the viewing experience with ground-breaking features powered by the NQ4 AI Gen2 Processor. This advanced chip breathes life into almost any content, rendering it in stunning 4K resolution. Enhanced by Real Depth Enhancer Pro^[6] and Quantum Matrix Technology, the screen ensures impeccable contrast even in complex scenes. With the world’s first Pantone Validated display for colour accuracy and Dolby Atmos for an immersive audio experience, Neo QLED 4K sets the bar for the ultimate 4K UHD experience. Neo QLED 4K will be available in sizes ranging from 55 to 98 inches, catering to diverse viewing environments.

Samsung is also introducing the world’s first Glare-Free OLED, eliminating unnecessary reflection while preserving deep blacks and clear images under any lighting condition. Powered by the same formidable NQ4 AI Gen2 Processor as the Neo QLED 4K line up, Samsung’s OLED TVs boast features like the Real Depth Enhancer and OLED HDR Pro,^[7] bringing picture quality to new heights.

Additionally, with features such as Motion Xcelerator 144Hz^[8] ensuring smooth motion and quick response rates, Samsung OLED is the ultimate choice for gaming. Complemented by sleek designs, these OLED TVs elevate the viewing space. Available in South Africa in two models — S95D, S90D — ranging from 55 to 83 inches, there’s a perfect fit for every home.

The 2024 line-up also includes the latest Q-Series Soundbar, Q990D, which boasts an 11.1.4-channel setup with Wireless Dolby Atmos. This model comes with a host of features that stand as a testament to Samsung’s continued leadership as the world’s best-selling soundbar brand for the past 10 years^[9], featuring innovations such as Sound Grouping for pulsating, room-filling sound and an option for personal listening that allows users to enjoy their content through rear speakers without disturbing others.

Lastly, Samsung has unveiled the all-new Music Frame, marrying premium audio with artistic design inspired by The Frame. This versatile device allows users to display personal pictures or artwork while enjoying wireless audio with smart features. Whether used as a standalone device or paired with a TV and Soundbar, the Music Frame promises an enhanced auditory experience that complements any space. The Music Frame will officially launch in South Africa in July 2024.

Samsung is pleased to announce the pre-order availability of its AI-powered TVs. Buy the 2024 Samsung AI TVs now and get amazing deals. When you buy the 65″ Neo QLED 8K TV, you get a R5 000 Samsung Online Store Voucher + Q-series Soundbar HW-Q990C, automatically added to cart. Offer valid 03 July 2024. T&C’s apply.

Now it is your chance to get an exclusive offer with your order of a Samsung AI-powered TV. Available at participating retailers and Samsung.com.

For more information or to pre-order Samsung’s 2024 TV products, please visit www.samsung.com/za/.

^[1] Based on Omdia confirmation letter (Feb-2024)

^[2] QN900D only. The features provided may vary by model.

^[3] Based on findings from Samsung’s internal study. Actual experiences may vary depending on individual viewing conditions and content quality.

^[4] QN900D only. The features provided may vary by model.

^[5] QN900D only. The features provided may vary by model.

^[6] Available on QN90 and QN95. The features provided may vary by model.

^[7] OLED HDR Pro available on S95D. The features provided may vary by model.

^[8] Motion Xcelerator 144Hz available on S95D and S90D. The features provided may vary by model.

^[9] Based on futuresource confirmation letter (Feb-2024)

Your space is a reflection of who you are and how you live and Samsung is here to help you reimagine it in your own unique way. From 20 March to 05 May 2024, Samsung South Africa brings you the Better For [your life] campaign, which is designed to highlight how the company’s diverse range of products serves as an enabler for improving people’s daily experiences. One of the highlight products that is Better For [your life] is The Frame TV which not only brings art to your living room décor and entertainment experience but is also Better For [your energy savings].

Imagine a TV that transforms into a beautiful Art Canvas, giving you access to thousands of art pieces from galleries around the world in the comfort of your home. All made possible with the Samsung Art Store^[1]. Moreover, this beautiful piece of technology also helps you save energy with its smart AI Energy Mode^[2] which is accessible through the SmartThings^[3] mobile app for Android and iOS. This comes as good news especially when you consider that electricity costs are rising and availability is made scarce by load shedding in South Africa.

AI Energy Mode helps you monitor the energy consumption of The Frame TV. It achieves this through features like:

• Environment adaptive brightness: The screen brightness automatically adjusts based on the lighting in your room. So, on a bright day, the TV won’t be blasting unnecessary brightness, and at night, you won’t need harsh light for a clear picture.
• User adaptable brightness: No more forgetting to turn off the TV! This feature uses advanced motion sensors to detect if no one’s been watching for a while and dims the screen automatically.
• Content adaptive brightness: Thanks to machine learning, the TV analyzes what’s on screen. Action-packed scenes might need a bit more brightness, while calmer moments can be displayed with less, all without you having to adjust anything.

Taking energy savings, a step further, when AI Energy Mode tracking is enabled is will unlock a powerful tool: a 3D Visualization Map which can be viewed on the TV set. This innovative map lets you easily check and manage energy consumption for all your SmartThings devices in a clear and visual way. All this can help lower monthly power consumption of The Frame TV.

“We are excited to offer amazing offers on The Frame TV through this campaign. The versatility of Samsung’s products enables our customers to elevate and enhance their lifestyles with convenience, comfort, and stylish innovation,” said Mike van Lier, Vice President of Consumer Electronics at Samsung South Africa. “The Better For [your life] campaign is an exciting way to highlight The Frame TV’s distinct features, which not only revolutionize how we use our screens to consume content but save energy as well.”

Availability

Experience the cutting-edge innovation of The Frame TV with special offers running from 20 March to 05 May 2024^[4]. Get the 75″ The Frame Art Mode QLED 4K Smart TV QA75LS03BAKXXA – Now R34 9991^[5]
000100 – Save R12 000 plus get a complementary bezel^[6] to match your space.

^[1] Art Store subscription required to access full selection. Fees apply to subscription service.

^[2] AI Energy Mode is available on Smart TV models released in 2023 (CU7000 or higher) and Lifestyle TV models released in 2023 (LS03C or higher).

^[3] To use SmartThings, download the app from the Galaxy Store, Play Store, or App Store. The app requires Android OS 9↑ with a minimum of 3GB RAM space or iOS 14

^[4] Available from participating retailers and stockists.

^[5] RRP is R46 991

^[6] Term and condition apply. Prices are valid from 20 March to 05 May 2024 only

More capable processors in Neo QLED 4K, brighter OLEDs, and expertly crafted MICRO LEDs all boost the viewing experience

Lifestyle lineup adds the Music Frame customisable speaker and The Premiere 8K, the industry’s first wireless 8K projector

Samsung Electronics Co., Ltd. has announced its latest QLED, MICRO LED, OLED and Lifestyle display lineups ahead of CES® 2024. The announcement also served to kick off the AI screen era through the introduction of a next-generation AI processor poised to redefine the perception of smart display capabilities. In addition to bringing improved picture and sound quality, the new lineups provide consumers with AI-powered features secured by Samsung Knox, focusing on inspiring and empowering individual lifestyles.

“Now that we are living through the hyper-connected era, it’s no longer just about delivering quality visual experiences. Displays should enhance our lives both on and off the screen,” said SW Yong, President and Head of Visual Display Business at Samsung Electronics. “Samsung’s AI screens, powered by on-device AI technology, are designed to be the centrepiece of users’ homes, connecting all compatible devices to offer users a more flexible and diverse lifestyle.”

Double the AI Performance for Enhanced Neo QLED 8K Picture Quality

Samsung’s newest Neo QLED 8K and 4K TVs offer the full package, including lifelike picture quality, premium audio technology and a rich array of apps and services. At its core, the 2024 Neo QLED 8K is Samsung’s latest and most innovative TV processor yet: NQ8 AI Gen3, which has a neural processing unit (NPU) that is twice as fast as that of its predecessor. The amount of neural networks has also increased eightfold from 64 to 512, allowing everything on screen to be displayed in crisp detail. Thanks to this advanced processor, the 2024 lineup is equipped with unprecedented performance upgrades.

The Neo QLED lineup also brings a suite of picture quality and design-enhancing features, including:

• 8K AI Upscaling Pro:^[1] Leverages NQ8 AI Gen3 for enhanced 8K upscaling, sharpening low resolution content so that it is displayed in ultra-high resolution.
• AI Motion Enhancer Pro: Solves common issues in sporting content — such as ball distortion — by streaming high-resolution sports matches through this feature^[2] powered by NQ8 AI Gen3. The feature automatically detects the sport type and uses deep learning to apply the proper ball detection model.
• Real Depth Enhancer Pro: Adds details to fast-moving scenes using AI to precisely control mini LEDs. By detecting the part of a scene that the human eye would naturally focus on and bringing it to the foreground, images appear more lifelike and three-dimensional.
• Infinity Air Design: Complements Neo QLED 8K’s impeccable picture quality with a screen only 12.9mm in depth^[3], allowing for an immersive viewing experience that focuses on high resolution and outstanding sound quality. It is also offers a unique mirror effect in which the TV appears to hover in its surroundings.

The performance of the Neo QLED 8K is rounded out by immaculate audio quality, on par with the stunning 8K picture quality on screen.

• 2024 Q-Symphony: Allows users to connect multiple wireless speakers and a soundbar to a TV or projector for perfect audio synchronisation across shows, movies, and playlists. It’s a technology that perfectly synchronises TV with wireless speakers and a soundbar.
• Active Voice Amplifier Pro: A proprietary AI dialogue booster that utilises exclusive deep-learning technology to significantly enhance dialogue and voices on screen. It separates voices from mixed audio, enhancing voice input so users can easily follow the conversation on screen at any volume.

2024 Tizen OS Streamlines the Home TV Experience

The 2024 Tizen OS brings content front and centre on the Neo QLED 8K lineup. It offers a personalised content and service experience based on different accounts set up on smart TVs. Now, different members of each household with a Samsung Smart TV can set up a profile for personalised recommendations and a more customised overall experience.

• Samsung TV Plus: The updated user interface (UI) includes a new home screen with an overview of available content, with added categories for faster content discovery. The service will also connect with Samsung accounts to easily access users’ favorite channels and content while offering tailored content suggestions based on viewing history.

• Designed for Samsung Gaming Hub’ Controller: Samsung has partnered with gaming accessory provider Performance Designed Products (PDP) to develop the first “Designed for Samsung Gaming Hub” controller, set to be launched at CES 2024. PDP’s new wireless controller includes a built-in, rechargeable battery that provides up to 40 hours of playtime per charge, a 30-foot low-latency Bluetooth wireless connection, a Samsung Gaming Hub home button capable of launching Gaming Hub, an easy-to-use TV volume control button and more.

Connected, Inclusive Experiences With the Samsung Ecosystem

With Samsung TVs at the centre of the home, users can reap the benefits of the latest innovations and enjoy seamless connectivity between devices in their day-to-day life. In 2024, Samsung will vastly improve its connected experience with Samsung Daily+^[4], a hub for in-home activity. It provides a wide range of services and features — from personal training and telehealth to video calls and remote PC solutions — in one single interface. New features include the following:

• Workout Tracker: This free service^[5] puts real-time exercise data — such as workout duration and heart rates from wearable devices — on top of users’ content on Samsung screens to keep them both entertained and informed while working out at home.
• TechnoGym: enhances your home workout with high-quality fitness and wellness videos from the world-class instructors at TechnoGym. Discover these curated contents for maximum performance, only on Samsung TV.
• F45: Users can experience F45’s world-renowned dynamic HIIT workouts, now in your living room through high-intensity workout videos and wellness challenges
• Tail: provides real-time video consultation with a vet in the comfort of users’ homes. From basic care tips to advanced advice, Dr.Tail has a range of questions covered. Users can connect with veterinary experts in real time whenever they need.

Multi Control: Allows more efficient work from home by giving users control of all their screens — including TVs, smartphones, and monitors — with a Bluetooth keyboard or mouse. Users can experience a different way to work by copying and pasting, reading documents and more across devices.

Samsung’s latest 2024 TVs and screens also come with greater compatibility across various devices within the ecosystem, allowing a more integrated connection between TVs and smartphones or wearable devices for a greater level of customisation, accessibility and convenience.

• Mobile Smart Connect: All of the new featured apps and services are easily controlled with the SmartThings Mobile Plugin, which transforms the smartphone into a multi-functional remote that offers users greater control over their screens. With a straightforward pop-up interface and a customisable UI, the app provides convenience and enhanced accessibility.
• 360 Audio: The audio feature, previously offered on Galaxy devices, has also expanded to Samsung TVs and screens. Now, Samsung Galaxy Buds seamlessly connect to TVs to deliver spatial audio for movies, shows and even gaming titles, so users can be truly immersed in visual content and gameplay.
• Vibrary: Enjoy your favorite artist’s high-quality images via the big screen of your TV. With Ambient Mode, you can be welcomed every day by your favourite artist. You can also enjoy photos and music from TV and mobile devices through Casting, providing a seamless viewing experience.

The latest TV and screen lineup also boasts enhanced accessibility offerings, allowing more consumers to enjoy their favourite content on Samsung Neo QLED than ever before.

• Audio Subtitle: The world’s first on-device TV feature that uses AI and Optical Character Recognition (OCR) technology to provide a voice guide for embedded subtitles in real-time.
• Remote for Barrier Free: An app designed for users with visual, auditory or physical disabilities by enabling more thoughtful TV control via smartphones. The highly customisable app incorporates UI enhancements such as intuitive button placement, distinct colours and tactile feedback, while also integrating Samsung’s latest accessibility features such as voice guides for easy access right from the smartphone.
• Relumino Together Mode: Relumino is a feature that enables people with low vision to enjoy their favourite TV shows, movies, and games without the need for wearable hardware. With AI technology dynamically outlining the edges of on-screen elements and rebalancing colours, the feature enables users with low vision to see people and objects. Relumino Together Mode provides standard screens and Relumino Mode screens side-by-side, so people with low vision and their families can enjoy TV together.

MICRO LED: Pushing the Boundaries of Display Technology

With the new transparent MICRO LED, Samsung is showing the world that there are infinite possibilities for screens. The screen, which looks like a piece of transparent glass, boasts an extremely small MICRO LED chip and a precision manufacturing process that eliminates seams and light refraction. This allows the transparent MICRO LED to create a clear, unobstructed picture for various use cases in both homes and B2B environments.

Touting a modular design that allows users to personalise the shape, size and ratio of screens to fit any space, MICRO LED is a truly innovative screen technology. Samsung’s years of research and development — stemming from its semiconductor expertise — have led to an extremely effective process, allowing LED chip operation circuits to be directly deposited on the glass and thereby mitigating the loss of brightness that users may experience with conventional displays.

Offering Wider OLED Lineups To Meet Consumer Preferences

Samsung’s 2024 OLED TVs build on the legacy of last year’s models, with the S95D offering an ultra-large 77-inch canvas for high-detail, a high-frame rate and intensely vibrant video. The display is 20% brighter than previous models, with deep and rich blacks and AI-enhanced colour accuracy so pure that it’s Pantone Validated. Samsung has also introduced the S90D and S85D in various sizes, from 42” to 83’’.^[6]

New ‘OLED Glare Free’ technology^[7] — specifically designed for 2024 OLED screens — preserves colour accuracy and reduces reflections while maintaining image sharpness to ensure an immersive viewing experience, even in daylight. The OLED-optimised, low-reflection coating overcomes the trade-off between gloss and reflection thanks to a new, specialised hard-coating layer and surface coating pattern.

The S95D’s screen will captivate audiences with advanced, proprietary picture-quality engines that preserve perfect whites, deeper blacks and accurate colours. In addition to being Samsung’s brightest OLED screen yet, it also features high refresh rates of up to 144Hz, so sports fans and gamers can enjoy seamless motion and crystal-clear action on their screens.

New Lifestyle Products Deliver Bespoke Solutions To Enrich Every Lifestyle

In addition to its award-winning lifestyle lineup that includes The Frame, The Serif and The Terrace, Samsung is reaffirming its commitment to “Screens Everywhere, Screens for All” with the various new products in its latest lifestyle lineup. These new additions provide another level of customisation and personalisation, as seen below:

• The Frame: Already the best-selling lifestyle screen product, The Frame comes with new enhancements to boost the art experience. Now with over 2,500 artworks from world-renowned museums and galleries in the Art Store, users can enjoy an Art Store experience that is even better than before. The Frame’s new art streaming feature gives users a taste of the Art Store’s diverse collection by providing them with 20 free hand-selected artworks each month. Moreover, the 2024 Frame helps reduce energy costs by up to 10% with the variable refresh rate adjustment available in Art Mode^[8].
• The Premiere 8K Projector: The Premiere 8K is the world’s first projector offering wireless connectivity. Removing the need for cables, this solution allows consumers to keep their living spaces neat and tidy. The ultra-short throw projector comes packed with smart features — such as picture-off premium home audio, cloud gaming, always-on voice with far-field mic and four multi-view screen splits — to extend usability and provide almost increased use cases. The projector incorporates Samsung’s patented “Sound-on-Screen” technology, integrating the top speaker module and software algorithms with Dolby Atmos for an immersive sound experience.
• The Freestyle 2^nd Gen: The second iteration of the portable projector features Smart Edge Blending, which supports seamless merging of projections from two The Freestyle devices to create a large screen for pictures and videos. It allows two devices to project an image as big as 160-inches with a 21:9 screen ratio, with no manual adjustment needed.

New Soundbars for Immersive Audio Experience

To top off a home entertainment setup, the 2024 soundbar lineup offers newly updated models for even more immersive audio experiences, which are particularly bolstered by advanced AI algorithms.

• Music Frame: This customisable speaker is compatible with SmartThings and provides surround sound when paired with Samsung TVs and soundbars. Music Frame can either operate as a standalone wireless speaker or pair with a Samsung TV and soundbar via Q-Symphony to augment bass and surround sound. Seamlessly blending into its environment by camouflaging itself inside modern picture frames, Music Frame provides high-quality sound without being an eyesore.
• HW-Q990D: This soundbar delivers an 11.1.4-channel sound experience with True Dolby Atmos sound at 4K 120Hz. It analyses audio and uses AI to optimise sound for the perfect experience across a wide range of content.
• HW-S800D: This ultra-thin, 1.6-inch-deep soundbar is designed to fit seamlessly into any space and provides rich and immersive sound. At only a third of the depth of conventional soundbars, the S800D has 10 drivers, including dedicated overhead speakers and a centre channel for crystal-clear vocals. The combination of a deep bass subwoofer and a passive radiator also enhances the listening experience with deep, distortion-free bass in a compact form factor. 

Samsung’s 2024 TV lineup promises a seamless fusion of cutting-edge technology and user-centric design, setting the stage for personalised, immersive experiences that redefine the way people live and engage with their devices.

For more information visit: https://news.samsung.com/za/ces-2024

^[1] QN900D only. 8K AI Upscaling for other models.

^[2] Viewing experience may vary according to types of content and format. Upscaling may not apply to PC connection and Game Mode.

^[3] 12.9mm in depth only applies to 65’’ QN900D.

^[4] Samsung Daily+ will be applied to DU7000↑ and rolled out worldwide.

^[5] Workout Tracker is compatible with Galaxy Watch 4 and up, YouTube and TV program content. It will be compatible with various third-party devices later in 2024.

^[6] Size and model availability of OLEDs may vary by country.

^[7] UL’s verification validates the ‘OLED Glare Free’ claim by assessing the products against Unified Glare Rating (UGR) testing standard set by the International Commission on Illumination (CIE) and testing standard set by the International Organisation for Standardisation.

^[8] This feature applies to the 55’’ display and above.

After hosting a successful show in Cape Town, Samsung’s partnership with Decorex, one of Africa’s leading decor and design platforms, brought a showcase of interior design to the heart of Johannesburg. For four days, 3 – 6 August 2023, the Sandton Convention Centre was a hive of activity as Gauteng residents got their opportunity to feast their eyes and enjoy the latest in technology, design, sustainability and lifestyle.

The three-year partnership between Samsung and Decorex highlights their shared commitment to sustainability and showcases Samsung’s cutting-edge products and eco-conscious initiatives for a brighter future. Decorex has been instrumental in driving the growth of design and decor in Africa and following its lively return in 2022, it picked up where it had left off by bringing visitors a great opportunity to explore the newest design concepts, innovative and sustainable home improvement solutions. Celebrating 30 years of décor, design and lifestyle trends, Decorex Africa hosted the exhibition at the Sandon Convention Centre for the first time ever, which put it on a grander scale. This allowed Samsung to be part of a consumer-faced platform this huge, enabling the giant tech company to have a large footprint across all floors of the fair to the benefit of its consumers and fans.

Samsung’s collaboration with Decorex at this esteemed event allows the tech company to showcase its latest innovative products including mobile devices, home appliances, smart TVs, smart monitors, and gaming monitors. Samsung’s exhibition stand was focused on showing visitors how they could enhance their lives through the core values of sustainability, connectivity, and design. The showcase featured a range of Samsung products, including the latest SmartThings-powered connected experience, demonstrating smart technology’s seamless integration into everyday living.

Visitors explored Samsung’s newly launched 77” OLED TV with sleek design and cutting-edge picture display, state-of-the-art WindFree Aircon wall, the funky Freestyle smart projector stand, and the captivating USURPA digital art gallery, which showcased the concept of digital art and NFTs on the Frame TV. Selected artists were at hand to demonstrate their artistic prowess using a Samsung Tab8 Ultra. USURPA also gave a talk at the Future Talks stand about their exciting and visionary partnership with Samsung and how it bodes well for the future of digital art and its aficionados.

In the keeping with the theme of partnerships, Samsung’s premium products, The Freestyle smart projector and The Serif lifestyle television found homes at other stands through collaboration where they were used to display other brands’ products.

Furthermore, there was a dedicated Samsung Bespoke Home section, featuring the company’s cooking range and a host of local chefs and food enthusiasts. The talented chefs brought to life just how visitors can get the best out of the kitchen appliances by preparing delightful signature dishes to tantalise the guests’ taste buds. Besides gaining some great cooking tips and recipes, visitors also caught a glimpse of how they can customise their own kitchens and design them to suit their personal tastes and style.

Samsung has been empowering consumers with personalised lifestyles, and revolutionising home customisation through design and connectivity while prioritising sustainable living solutions for the benefit of both consumers and the planet. With energy costs rising and the increasing effects of climate change on life as we know it, the company’s eco-conscious efforts aim to help users save and reduce their electricity bills without compromising on functionality or style, as well as help protect the environment. Through a combination of exceptional energy savings, AI-powered technology, and seamless connectivity, Samsung’s products promote sustainable and personalised lifestyles.

Samsung’s products align with the growing trend of hybrid living, delivering customised experiences that streamline daily life, which bodes well for the 21^st century consumer that seeks uniqueness, convenience and practicality in their personal space. The latest expansion of the Bespoke Home offers consumers stylish designs, powerful connectivity, and personalised options, creating a harmonious blend of sustainable living and cutting-edge technology.

“As a company whose every effort is driven by the customer, we are, once again, thrilled to bring our customers such a platform through our partnership with Decorex, for them to experience just how they could benefit and enhance their own lives and spaces from the latest in design, innovation, and sustainability. Decorex 2023 helped demonstrate how Samsung is revolutionising the way we live, offering connected experiences and eco-conscious initiatives for a brighter future for all,” said Mike van Lier, Vice President of Consumer Electronics at Samsung South Africa.

JOHANNESBURG, South Africa – 15 August 2022 – The smallest products can bring about the biggest changes in our lifestyle. Enhancing your TV can be as simple as adding an accessory, but the results — from adding portability, to changing the format from landscape to portrait, to decorating your home — can have a significant impact on your viewing experience. Samsung Newsroom has compiled a list of the best simple and practical accessories made by Samsung Electronics to help you make the most out of your screen experience.

Consume Content Horizontally or Vertically With the Auto Rotating Wall Mount & Stand

Have you ever wanted to watch a vertical video meant for mobile on your Neo QLED or The Frame? With the Auto Rotating Wall Mount and Auto Rotating Stand,¹ you can watch content the way it’s intended. Simply press the rotation key on your remote control to automatically change the screen from horizontal to vertical mode for the perfect viewing experience. Not only can you enjoy various content in comfort, but you can also take advantage of mirroring and casting features in vertical mode.

Tilt Your Screen Any Way You Want to With the Full Motion Slim Wall Mount

The days when a TV is a device permanently fixed to the wall in one orientation are long gone. These days, you can harness the Full Motion Slim Wall Mount accessory to flexibly tilt your screen up, down, left or right to view your favourite content from any posture or angle that you desire. What’s more, the Full Motion Slim Wall Mount fits neatly against your wall, putting the wall and your screen in close contact for even more comfortable and immersive viewing experiences.

Tidy Up Messy TV Cables with the One Connect Box

If you manage to organise all of your messy TV cables, you’re already halfway done styling your TV room’s interior. The Neo QLED 8K neatly pulls together any living room, thanks to the One Connect Cable and the Slim One Connect box. With this accessory, you can quickly organise and eliminate all distracting cable clutter, streamlining your home decorating for a functional and beautiful space.

Turn Your TV into a Work of Art with Custom Bezels

The accessory that puts the finishing touch on Samsung’s The Frame, which features a picture frame trim that displays world-class art right on your wall, is a customisable bezel². You can swap between different colour options to get exactly the look you want in your home. You can choose from the Modern Flat Bezels that come in White, Teak and Brown for a clean and contemporary look, or you can go with one of the Bevelled Bezels that come in White and Brick Red for a more traditional design.³

In addition, the Slim Fit Wall Mount minimises the space between your TV and your wall to seamlessly blend into any room. If you don’t want to install your TV on a wall, The Floor Stand offers an alternative way to express your style and fit your space. As it is easy to install even in small areas, The Floor Stand is the perfect accessory to bring artistic flair into any home.

Express Your Personal Style with The Freestyle

A portable screen, a Bluetooth speaker and a mood light — The Freestyle does it all in style. You can add a splash of colour to The Freestyle’s neat, white design with a colourful range of rubber skins which feature Blossom Pink, Forest Green and Coyote Beige swatches. If you’re taking The Freestyle outdoors when going camping or attending a rooftop party, you can take advantage of the external battery accessory⁴, where you can conveniently carry the device with you in a sleek, compact case.

Reinvent Your Space with The Serif

With its practical design that looks like the letter “I,” The Serif itself can be a statement centrepiece of any room. Using the flat surface above the top bezel as a shelf, you can decorate The Serif based on your unique tastes and preferences. You can display several handmade or limited-edition items to add an accent to your home and make your space reflect you. Like any high-end shelf, the possibilities to elevate your room’s interior and grab your guests’ attention are endless.

• Neo QLEDs optimised with the new Smart Hub that enables smart content curation, cloud gaming, video calls, on-screen multitasking, NFTs management and more

• Expanded line-up and accessories offer increased customisation for a tailored video and audio experience

South Africa – Johannesburg – 7 March 2022 – Samsung unveiled its newest Neo QLED and Lifestyle TVs ahead of Consumer Electronics Show 2022. With advancements in picture and sound quality, more screen size options, customisable accessories and an upgraded interface, the 2022 screens bring the vision of ‘Screens Everywhere, Screens for All’ closer to reality with life-like images, immersive sound and hyper-personalized experiences.

Evolution of Neo QLED with Neo Quantum Processor and Dynamic Sound Experience

Thanks to the Neo Quantum Processor and the advancements in picture technology and sound it delivers, 2022 Neo QLED will provide some of Samsung’s most pristine images and immersive soundscapes possible. In fact, this year’s Neo Quantum Processor introduces advanced contrast mapping with BLU (back-light unit), increasing the brightness level from 12 to 14-bit gradation for greater control of the light source – the Quantum Mini LEDs. This allows the TV to control its lighting across 16,384 steps, quadrupled from the previous 4,096 steps.

The new Shape Adaptive Light technology leverages the Neo Quantum Processor to analyse lines, shapes and surfaces to control the shape of light from the Quantum Mini LEDs, enhancing the brightness and accuracy of all shapes on the screen. The result is outstanding image quality that puts full HDR content on display. Samsung’s 2022 Neo QLED also features Real Depth Enhancer, a multi-intelligence picture quality algorithm. This technological advancement creates a greater sense of realism by determining and processing an object on the screen against its background to create a sense of depth.

Additionally, Samsung’s 2022 Neo QLED features EyeComfort mode, which automatically adjusts the screen’s brightness and tone based on a built-in light sensor and sunset/sunrise information. As the ambient light changes, the screen will gradually reduce the amount of light and offer warmer tones, adjusting the blue light levels accordingly. This allows for a more comfortable viewing experience at night by reducing the blue light which may affect one’s sleep quality.

Neo QLED’s sound features are getting a major upgrade as well. Building on OTS (Object Tracking Sound), which directs the sound to move across the room along with the object on-screen, the 2022 products will feature OTS Pro, which incorporates powerful up-firing speakers to create overhead surround sound. 2022 Neo QLED also delivers a truly remarkable Dolby Atmos experience thanks to the addition of Samsung’s new top channel speakers. With multi-channel speakers placed throughout the TV, Neo QLED delivers a dynamic sound experience that tracks the actions from all corners.

Award-Winning Lifestyle TVs with Seamless Integration of Design and Technology

Samsung’s 2022 Lifestyle screens seamlessly blend design and technology for a unique and personalized experience. A new Matte Display with anti-glare, anti-reflection and anti-fingerprint properties has been applied to The Frame and The Serif, providing one of the most pleasant and comfortable viewing experiences. As a result, the new Matte Display on Samsung’s 2022 Lifestyle screens received three verifications from UL (Underwriter Laboratories) for being ‘Reflection Glare Free’, ‘Discomfort Glare Free’ and ‘Disability Glare Free’.

• The Frame now offers realistic art viewing¹, which is close to a museum experience, thanks to the anti-glare, low-reflection panel technology featuring an embossed, Matte Display. It also avoids fingerprints and smudges, allowing users to enjoy their favourite artwork in perfect condition. The Frame comes in sizes ranging from 32” to 75”.
• The Serif also comes with a matte finish body to blend seamlessly with the Matte Display, elevating the iconic design to give the most premium look and feel. With the addition of a 65” size option, The Serif is now offered in sizes ranging from 43” to 55”.

The New Smart Hub and Apps for the Ultimate User Experience

Samsung’s 2022 Smart TVs come with a new Smart Hub that puts content curation and discovery front and centre with their viewing preferences. The new Smart Hub will guide users to their favourite content or help them discover something new all while spending less time searching. The Smart Hub’s sidebar also allows for a seamless transition between categories – Media, Game (Gaming Hub) and Ambient – letting users focus on various in-home activities.

• Watch Together: The new app allows users to video chat with friends and family while watching their favourite shows and movies, guaranteed to bring everyone closer together.
• NFT Platform: This application features an intuitive, integrated platform for discovering, purchasing and trading digital artwork through Neo QLED and The Frame.
• Smart Calibration: This feature allows users to fine tune the settings for optimal picture quality. Basic mode features a quick and easy way of calibrating the screens within 30 seconds, while Professional mode optimises the screens for pristine picture quality in about 10 minutes.

Expanded Accessory Options Personalized to Users’ Needs and Tastes

The 2022 models also come with expanded accessories to personalise the user experience. The Auto Rotating Wall Mount and Stand allows users to enjoy mobile viewing by automatically rotating their screens².

To complement the accessory, the 2022 products will support a vertical interface, including the Smart Hub, and offer a vertical Multi View feature. It will offer apps such as YouTube and TikTok as well as mirroring and casting in vertical mode. Lastly, lifestyle features such as Ambient Mode+ and Art Mode are also available in vertical mode. The new rotation key on the remote control lets users easily rotate the screen with a click of a button.

Additionally, with expanded bezel options for The Frame and full motion slim-fit wall mounts for all TVs³, there are endless possibilities of personalization with Samsung’s 2022 displays.

Breaking Sonic Barriers with the Latest Soundbar and Features

The 2022 soundbar line-up gets technology upgrades to provide even more immersive, three-dimensional audio experience. Q Symphony, the signature surround-sound experience which allows Samsung’s Neo QLEDs and soundbars to work together, has been improved with added synchrony. This enables the soundbar and TV speakers to work together with all the speakers on the TVs, including the top channel speakers, providing for an expansive, powerful soundscape.

Samsung’s 2022 soundbars also come with Wireless Dolby Atmos connectivity⁴, a wireless Smart TV-to-soundbar connection in which both the screen and soundbar speakers deliver an incredible audio experience with no distracting cables

Additionally, the new HW-S800B Ultra Slim Soundbar resets the standard in the slim soundbar category, delivering a powerful bass in compact form by integrating passive radiator technology with its subwoofer. With true top-firing speaker channels, the new ultra-slim soundbar packs powerful sound at just 1.6” in depth.

“The role of the screen has changed dramatically in recent years with advancements in technology and how entertainment is distributed. With our new line-up of products, we are providing customers an entirely immersive video and audio experience that is customisable to their needs,” said Simon Sung, Executive Vice President and Head of the Sales & Marketing Team of the Visual Display Business at Samsung. “Whether you are a movie buff, TV lover, gamer or even an art enthusiast, Samsung has leading-edge offerings that can enhance any room.”

For more information, including images or videos on the products Samsung is announcing at CES 2022, please click here.

^* All functionality, features, specifications, and other product information provided in this document including, but not limited to, the benefits, design, pricing, components, performance, availability, and capabilities of the product are subject to change without notice or obligation. Availability of the above-mentioned products, services, and features may vary by region.

¹Terms and conditions apply

² Accessories sold separately. Compatible with 2022 The Frame and Neo QLED 4K/8K models up to 65”.

³ Applies to all 2022 TV models 43”-85”, except Q80A and AU7000

⁴ Compatible with 2022 Samsung QLED

▲ (From left) Kyuseong Lee, Kang-il Chung and Sunwoo Kim, the lifestyle TV product planners at Samsung Electronics’ Visual Display Business

To keep up with emerging trends, Samsung has continued to think outside the box as it explores new possibilities for TVs. Since 2015, the company has been continuously pushing the envelope to develop new looks and features on its televisions, and ensure that consumers can fit their TV to their lifestyle. So, how did Samsung come up with its lifestyle TV line, and what kind of consumer experience is it aiming to provide? To find out, Samsung Newsroom met with the company’s lifestyle TV product planners.

Lifestyle TVs: Becoming More Than Just a Fixture of the Living Room

Vivid picture and a sense of immersion are two fundamental elements that a television must provide, with a well-designed product capable of delivering both. Nowadays, lifestyles are shifting, and viewing has moved out of the living room, with people preferring to consume their content in whichever room they are in at the time.

“Our goal was to allow consumers to have a range of different screens for the various spaces in their house,” said group leader Kang-il Chung. “This would allow them to enjoy whatever content they wanted, wherever they were, based on Samsung’s ‘Screens Everywhere’ philosophy.” Chung’s work involves analysing tech trends and usage patterns, which allowed him to start determining which new features users want from their television.

“In order to establish concepts for new TV products and functions, we look at things like how televisions are being used, interior decoration trends and the overall cultural and lifestyle preferences of our users,” explained product planner Kyuseong Lee. During the planning stage, the product planners focus on connecting the desired user experience to the essence of the product. By doing this, the team seeks to make it easier for the user to comprehend both the product’s story and the distinct experience it offers. Added Lee, “Rather than simply adding lots of different functions, we work to clearly define the main concept of the product, then make it different. In this way, we look to realise all aspects of the core experience to perfection.”

The Serif and The Frame: Bringing Classy Décor to Your Other Rooms

Since the time of its invention, the television has been considered a staple of the living room. But now, with a growing number of users also putting TVs in rooms like their bedrooms and studies, this is changing. In line with this trend, Samsung has expanded what it deems the ‘TV space’ from the living room to a range of other rooms. Along with this, the company has started to develop televisions that not only suit the interior aesthetics of those other rooms, but include features that match the needs and lifestyles of the people using the rooms.

In September of 2015, Samsung introduced its first lifestyle TV, The Serif, which was designed to contribute to users’ interior design schemes. The Serif’s iconic I-shaped design was created by the internationally renowned Bouroullec Brothers, and is an ideal choice for those who want an aesthetically pleasing television that goes well in any space. “We pursued a meaningful design that emphasized people and space, and tried to get away from the usual ‘TV look’,” said Chung. “A lot of consumers claim that The Serif looks more like a lifestyle product than a TV.”

The product planning team’s ongoing efforts to develop new models that blend well with their surrounding environments also contributed to the development of The Frame. Looking like a modern picture frame, this television can be matched to any home décor style and features an ‘Art Mode’ that allows viewers to enjoy artistic masterpieces from the comfort of their homes. The TV’s sensors are also capable of automatically detecting illumination intensity and movement. “Samsung is collaborating with world-renowned curators, renowned art galleries, museums and artists to deliver a broad collection of art through the Art Store,” related Sunwoo Kim. “We will keep working hard to ensure that we are able to display an increasingly broad range of great artworks in stunning resolution.”

As our TVs become increasingly important parts of our lives, some argue that the evolution of the product is nearing its conclusion. But Chung thinks differently, claiming that, “There is still an unending range of possibilities for what our televisions might become in the future.” He expressed hope that himself and his team will be able to keep introducing new and varied lifestyle TV models to keep providing fresh experiences to consumers.

Samsung’s lifestyle TV product planners believe that TVs need to keep evolving in order to keep up with continuously changing lifestyles. “We want to develop TVs that people want to own, and that they’ll want to show off,” Kim stressed. “Our dream is to build a so-called ‘lifestyle universe’ where each space is equipped with a lifestyle TV that suits the function of the space.”