Samsung turns TVs into works of art


  • Nation
  • Thursday, 16 Mar 2017

A masterpiece: Lee and Samsung Malaysia Electronics chief marketing officer Elaine Soh showing why the new TV sets are must-haves during the launch in Paris, France.

PARIS: With a truly colourful event in every sense of the word in the City of Love, electronics giant Samsung took a leap forward in TV viewing with the official launch of its new QLED range.

The designer TVs, which have been hotly awaited for months, bring a new dimension to TV watching.

You no longer just watch TV, you experience it. And the TV is no longer a set that sits in the living room – it is a part of your lifestyle.

The QLED series uses a new technology involving metal quantum dots and nanotechnology, which Samsung says allows colours to remain perfect no matter what the surrounding light, be it in bright sunlight or a darkened room.

“This puts an end to the debate on picture quality,” said H.S. Kim, president of visual display business, consumer electronics division at Samsung Electronics. “We have achieved 100% colour performance. Now, it’s beyond TV.”

There’s more to the Q series, which comes in sizes ranging from 49in to 88in, as the company has put a lot of thought into everything, even the stands.

For instance, the Gravity Stand allows the TV to swivel so the viewer can watch from anywhere in a room while the Studio Stand is an easel-like contraption that allows the owner to position the TV at any place in a room.

According to the designers, there is “no exaggeration” which just means everything is kept simple, with the cables and connecting wires all rolled into one and hidden in the stands.

The lone cable coming out of the TV is transparent, which makes it nearly invisible on a wall, and the TVs are designed to be mounted on the wall with no gap. And because there are no dangling wires and no empty space behind the TV, it is truly an interior designer’s dream.

It could be called a work of art but that title should go to the other TV launched by Samsung in Paris – the Frame.

It is art and technology rolled into one, as the Frame comes with more than 100 art pieces and also allows the user to upload photos to it from gadgets.

It’s a lot like the screensaver or wallpaper on a laptop, only far more beautiful.

Samsung’s rationale is this: Most people watch TV for about four hours a day. For the other 20 hours, it remains a blank, black screen against a wall. With the Frame, it becomes art decor.

Light sensors, just like in the QLED series, help keep colours down when the lights change so a piece of art screened on the TV remains the way it should look. And there are motion sensors too, which allow it to go into sleep mode and change the artwork when no one is watching TV.

This uses very little electricity, said Lee Sang Hoon, president of Samsung Malaysia Electronics.

Although the original comes in basel (white), there are other options like walnut and Samsung is continuously working with more artists to not only showcase their work but to also widen the existing range of frames.

So, instead of a huge black rectangle, you have a piece of art on the wall when you are not watching TV. With real photos on it, it’s hard to tell which is the photo and which is the TV.

The Frame is really a work of art on display and it seems very fitting that Samsung should choose to launch it – and the QLED TVs – at the Louvre in Paris, which houses some of the most prized paintings in the world.

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