[Mania] "Bigger and Clearer"... Samsung TV Emphasizes Ultra-Large Leadership

Samsung Electronics Launches OLED TV in Korea After 10 Years
Introduces 2023 New Models Including 'Main' QLED and Neo QLED 8K
Strong Pre-Sales

As the trend of 'the bigger, the better' has established itself in the global TV market, Samsung Electronics is strengthening its leadership in the ultra-large TV segment with its 2023 TV lineup. Emphasizing the importance of ultra-large sizes even in OLED (Organic Light Emitting Diode) TVs released after 10 years, the company aims to maintain its record of being the world's No.1 TV seller for 17 consecutive years.

On the 9th, Samsung Electronics unveiled its '2023 full lineup' at the multipurpose hall of its Seocho building in Seocho-dong, Seoul. The presentation introduced the new Neo QLED 8K models, ▲ SmartThings connectivity experience, ▲ various TV services, ▲ OLED TVs and monitors, and the upgraded personalized customer experiences these products will bring.

Samsung Electronics has unveiled a new OLED (Organic Light Emitting Diode) TV model in Korea for the first time in 10 years.
[Photo by Han Yeju]

Samsung Electronics once again emphasized the 'the bigger, the better' concept with this new lineup, meaning the larger the TV, the better. Indeed, ultra-large models of 70 inches and above caught attention. Samsung diversified its ultra-large lineup by adding a 98-inch QLED model and a 77-inch OLED TV to the existing Neo QLED lineup. Samsung currently offers 85-inch and 75-inch models in both Neo QLED 8K and Neo QLED series.

While the screen size increased, picture quality was further improved. The 2023 Neo QLED 8K features the 'Neo Quantum Processor 8K' equipped with 64 neural networks, enhancing AI upscaling (image quality improvement) capabilities. The new picture quality technology 'Contrast Enhancement Pro' detects the areas where viewers focus and analyzes people or objects to enhance contrast. It also includes the AI deep learning technology 'Auto HDR Remastering' based on proprietary algorithms, which analyzes SDR content scene-by-scene and displays it in real-time HDR quality, making images brighter and clearer.

The TV has evolved into a platform for enjoying diverse entertainment beyond just watching dramas or movies. Samsung added services such as game functions, ▲ 'Live Chat' to communicate with viewers watching the same content, ▲ 'Connectime' supporting video calls with various devices on the large screen TV, and ▲ 'Goodoc,' which enables remote medical consultations through the TV.

Samsung has significantly improved the brightness performance, which had been perceived as a drawback of OLED panels.
Photo by Han Yeju

The Goodoc service is expected to gain popularity. By clicking the 'Consultation' button on the TV, users can select a desired doctor based on specific medical conditions, and connect for remote consultations. After the consultation, the doctor sends a prescription directly, which can be picked up at a nearby pharmacy. If visiting the pharmacy is not possible, the prescription can be delivered via courier or quick delivery services.

Energy consumption can also be monitored through the TV. Samsung’s SmartThings Energy service allows users to check energy usage not only for Samsung products but also for other brands. Users can view air quality and energy consumption at a glance, and receive home care alerts when it is time to replace consumables. By utilizing the AI-powered model introduced in the first half of this year, features like automatic brightness optimization and intelligent power saving can reduce electricity consumption by up to 33% compared to previous usage.

Samsung Electronics released the Neo QLED 8K in 4 series with 3 sizes (85, 75, 65 inches) totaling 10 models, and the Neo QLED in 3 series with 6 sizes (85, 75, 65, 55, 50, 43 inches) totaling 14 models.
[Photo by Han Yeju]

The OLED TV, which attracted industry attention, was also unveiled. While competitor LG Electronics has focused on OLED TVs, Samsung launched OLED TVs in 2013 but discontinued the business due to yield issues and concentrated on LCD-based QLED TVs. However, last year Samsung released two OLED TV models (65-inch and 55-inch) in North America and Europe, and this year added a 77-inch model, expanding the product lineup to three. Samsung also plans to sell OLED TVs in its home market, South Korea.

Samsung’s OLED TVs highlight the advantages of OLED technology such as low power consumption and high contrast, while achieving high levels of brightness and color. The company emphasized significant improvements in brightness performance, which had been a drawback of OLED panels. Additionally, anti-glare technology was applied to minimize light reflection, allowing viewers to enjoy clearer images. The TVs also deliver excellent picture quality capable of expressing blacks below 0.0005 nit (nit is a unit of brightness equivalent to one candle).

However, Samsung seems cautious about aggressively promoting OLED TVs. The company’s new product experience events mainly focused on Neo QLED models.

The company stated that the number of pre-orders made since the 21st of last month, ahead of the official launch of the new TV product on this day, exceeded 1,200 units, surpassing last year's performance.
[Photo by Han Yeju]

Meanwhile, Samsung Electronics announced that its pre-sale event on its online retail channel Samsung.com, which started on the 21st of last month, recorded sales of about 1,200 units. Among these, OLED TVs accounted for 20% (240 units). Among the OLED models, the largest 77-inch model accounted for more than 65% of sales. The 77-inch Samsung OLED TV is priced at 7.99 million KRW, and despite the relatively high price, the preference for large TVs was clear. Samsung stated, "We could foresee that the newly launched OLED TVs would create a sensation in the market."