'Fool's Box' Is a Thing of the Past, the Trend Is 'Smart TV'

[Asia Economy Reporter Kim Hyewon] "Today’s TV is not just a simple viewing screen; it is expanding its scope to include exercise, work, play, and home Internet of Things (IoT)."

Han Sangsook, Executive Director of the Service Business Team at Samsung Electronics’ Visual Display Division, described 'Smart TV' this way in a recent interview with Samsung Newsroom.

Smart TV refers to the next-generation TV that moves beyond the traditional one-way video content delivery to interactive services based on the internet. By combining internet connectivity with the TV, users can install various applications and enjoy not only web surfing and VOD viewing but also social networking services (SNS), gaming, e-commerce, and other diverse functions, making it a multifunctional TV. The term Smart TV began to become widespread around 2010, when smartphones became popular.

Sang-sook Han, Executive Director of the Service Business Team, Visual Display Division, Samsung Electronics

Samsung Smart TV also started as a platform based on the TV device. In fact, when Samsung first introduced Smart TV in 2011, it was largely ignored by users, and partners were not actively involved. However, in just over a decade, the atmosphere in the TV market has changed dramatically. More consumers now consider 'user experience' over price or design when purchasing a TV. Executive Director Han explained, "As the ways to watch media content have diversified and the content itself has become richer, users have come to value their own personalized experience tailored to their tastes and environment. Additionally, the evolution of TVs into smart devices has expanded the realm of experience, which is another reason for this change."

Binge-watching, rather than watching live broadcasts, has become another trend. According to Samsung’s own research, in the U.S., the time Samsung TV consumers spend watching OTT (over-the-top internet video content services) content has surpassed the time spent watching live content. Furthermore, American users subscribe to an average of more than three OTT services. Han said, "This shows that the global smart TV market is growing. Although the proportion of live broadcast viewing has decreased, other types of media content are still consumed on TVs, and many people choose TVs to watch high-quality videos for extended periods."

Regarding the essential conditions for a good platform, Han emphasized, "A platform can never be created alone. It starts with recognizing the essence of an ecosystem where many people participate to expand diversity, and all of them must benefit to survive." From the partner’s perspective, high-quality component technologies and ease of use must be secured, while from the user’s perspective, an attractive user experience based on rich and useful content and usability must be provided. He added, "Samsung, as the platform creator, must build a business model that allows for mutual growth, creating a virtuous cycle that leads to continuous investment, partner growth, and user satisfaction. Above all, continuously pursuing strategies suited to the platform’s characteristics is necessary to bear fruit."

When asked about the advantages of Samsung Smart TV from a platform perspective, he explained, "Samsung has maintained the No. 1 position in the TV industry for the past 14 years, building market leadership and a solid user base. Considering that TVs are essential household items and the center of media consumption, the fact that Samsung directly develops and supplies both the platform and the product is a major strength of Samsung Smart TV."

The 2020 Samsung Smart TV was defined as providing a 'next-generation screen experience.' Previously, the 2019 model’s catchphrase was 'providing user preference-tailored services,' and the 2018 model’s was 'support for various activities.' This year’s model features improved accessibility to Bixby, Alexa, and Google Assistant, and allows users to enjoy fields such as art, fitness, and gaming through apps like Samsung Health and the Art Store.

Han also shared useful tips as a Samsung Smart TV user. He said, "I prefer to bookmark desired content and watch it at a convenient time. From Friday night to early Saturday morning, I create my own schedule using domestic and international OTT services and Samsung TV Plus for the content I want to watch. During this time, I usually run the washing machine, and when I’m deeply immersed in the TV, a message appears on the screen indicating the washing cycle is complete, so I don’t forget to take out the laundry." He also recommended the Art Store feature of the lifestyle TV The Frame, saying, "Choosing and appreciating artworks according to the weather, mood, or situation is a small luxury enjoyed at home."

What does he envision for the future of Samsung Smart TV from a long-term perspective?

"The Smart TV I dream of is a screen that allows people who physically find daily life inconvenient or socially have difficulty experiencing rich experiences to enjoy the experiences they want without being constrained by limitations. Even those with mobility difficulties can move more comfortably in a swimming pool, free from gravity, and if Samsung’s technology and innovation can create a free and rich life, that would make me even happier."

This content was produced with the assistance of AI translation services.