Hoping to cement its leading position amid intensifying competition in the global TV market, Samsung Electronics Co. unveiled its new premium TV line-ups QLED TV using quantum dot technology and The Frame, a TV designed to double as an art piece, at a global launch event at the Louvre in Paris on Tuesday (local time).

Samsung Electronics’ Visual Display Business President Kim Hyun-suk during the event revealed the company’s new vision for its TV business, dubbed as ‘Screen Everywhere’, that will focus to the development of TVs that can offer viewers new experiences and value beyond general TV program viewing and the company’s latest TVs will be the start of its new campaign.

“At Samsung, we strive to provide our customers with the most advanced technology to deliver unrivaled viewing experiences and cutting-edge designs that complement their everyday lives,” said Kim.

The QLED TV based on quantum dot technology boasts higher light efficiency, stability and a wider color spectrum than its competitors, the company claimed. Samsung Electronics has been marketing quantum-dot technology-based premium TV line ups in a move to take on organic light-emitting diode (OLED) TVs by its long-time rival LG Electronics in the premium, large-sized TV market.

The Korean tech giant also unveiled The Frame, the winner of the 2017 CES Innovation Award, that displays art pieces like a picture frame on ‘art mode’ instead of fading to black like a conventional TV. It comes with a collection of more than 100 arts and the company plans to add more art works by collaborating with renowned artists and photographers around the world.

The company worked with Yves Behar, a Swiss designer, to create The Frame. Behar said that Samsung helped him realize his imagination of a TV that can be a work of art.

The Frame that comes in 55- and 65-inch panels will be released to the global market in the first half of this year. Both TVs will be first released in the U.S. market and other markets later, the company said on Wednesday.

By Song Sung-hoon

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