"Highest Quality Ever" Samsung Electronics Unveils Micro LED TV (Comprehensive)

Samsung Electronics is introducing its new Micro LED TV product through a webinar on the 10th. From the left in the photo: Huh Tae-young, Executive Director (Visual Display Business Division), Choi Yong-hoon, Vice President (Head of Development Team, Visual Display Business Division), Choo Jong-seok, Vice President (Head of Visual Strategy Marketing Team, Visual Display Business Division), Cho Sung-hyuk, Managing Director (Visual Display Business Division), Kim Bo-kyung, Executive Director (Korea General Manager).

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[Asia Economy Reporter Dongwoo Lee] Samsung Electronics unveiled its first home TV applying next-generation display technology, Micro Light Emitting Diode (LED), expressing confidence that it will be "a home entertainment solution with the highest level of picture quality and consumer convenience above any other product."

On the 10th, Samsung Electronics introduced the new 110-inch 'Micro LED TV' online for the first time through a webinar system, an interactive video conferencing solution. Since unveiling the commercial display 'The Wall' using Micro LED at the world's largest electronics exhibition CES in 2018, this is the first home-use Micro LED TV product aimed at general consumers.

The Micro LED display features ultra-small LEDs at the micrometer (㎛) scale that emit light and color by themselves. Instead of using a backlight or color filter structure, it controls over 8 million RGB elements individually, enabling highly precise expression of screen brightness and color.

Another advantage of Micro LED TV is its lifespan of up to 100,000 hours using inorganic materials. Unlike products using organic materials, it does not suffer from picture quality degradation or burn-in phenomena where afterimages or stains remain on the screen.

Samsung Electronics emphasized the distinction of Micro LED from existing display products, stating, "It has brightness and contrast levels on a different dimension that no existing display can achieve," and "It is the only product whose RGB elements individually emit color and light."

The Micro LED TV will start sales in the Korean market by the end of this month, with plans to target regions such as the US, Europe, and the Middle East. Samsung Electronics explained, "Especially, distributors in Europe, the US, and the Middle East have shown high interest in the product during distribution negotiations," and "We plan to start sales in these countries from the first quarter of next year."

Since the new product, which embodies Samsung's technological prowess, is a super high-priced item costing up to 170 million KRW, the company plans to conduct VVIP marketing targeting consumers with purchasing power. Joo Jong-seok, Vice President of Samsung Electronics' Visual Display Business Division, said, "Recently, more consumers are looking for the best entertainment products," and "We will conduct VVIP marketing to reach those customers."

Samsung Electronics also revealed its ambition to lead the global Micro LED TV market by building initial product awareness. Starting with the 110-inch model, the company plans to mass-produce various sizes in the future. It has already secured technology capable of producing smaller-sized products than the new model.

Heo Tae-young, Executive Director of the Visual Display Business Division, explained, "We are reviewing various sizes starting with the 110-inch launch," and "Micro LED is designed as a modular type so that once consumer size preferences are known, we can respond quickly."

A Samsung Electronics model is introducing the new Micro LED TV at the Samsung Digital Plaza Gangnam Main Store in Nonhyeon-dong, Seoul.

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Regarding the 'premium lineup strategy,' Samsung Electronics stated, "Next year's QLED TVs will all be upgraded to a new level," and "We expect to unveil a completely new QLED lineup at the First Look event during CES early next year."

Samsung's premium TV lineup plans to consist of QLED, Mini LED positioned as a higher tier, and Micro LED as the top ultra-high-end lineup.

Jung Sung-hyuk, Executive Director of the Visual Display Business Division, explained, "Micro LED TV is a technically different dimension display, so it will have a completely different positioning from QLED and create a super high-end market."

Additionally, Samsung Electronics has left open the possibility of adopting next-generation QD displays. Vice President Joo Jong-seok said, "QD-OLED is being continuously reviewed with various possibilities, and we are watching its potential." However, he added, "It is premature to say yes or no at this point."

The Micro LED TV incorporates many new technologies. The 'Micro AI Processor,' applied for the first time in a TV product, provides optimized video and brightness for each scene, delivering vivid and immersive 4K HDR images. This dedicated processor combines the quantum processor technology used in QLED 8K with self-emissive characteristics and proprietary AI algorithms.

It also boasts 100% color reproduction that accurately expresses all object colors close to reality, and significantly enhances picture detail with contrast control technology differentiated from existing products. The 'Monolith Design,' which removes the boundaries between content and screen, and between screen and wall, is applied, and the product logo is placed on the side to maximize the identity unique to Micro LED.

The 'Arena Sound' system provides vividness and grand immersion through built-in 5.1 channel sound without the need for external speakers. Additionally, 'OTS Pro,' which moves sound along with the movement of objects on the screen following the speakers, is applied. The new product also introduces the 'Quad View' function for the first time, allowing the 50-inch screen to be divided into four parts, enabling separate settings for all devices connected via HDMI ports to simultaneously enjoy news, sports, internet, and game consoles.

Han Jong-hee, President of Samsung Electronics' Visual Display Business Division, said, "We are pleased to introduce the Micro LED TV, which integrates the best display technology currently available," and "Micro LED TV will be the beginning of a new display with revolutionary technology on a different level from existing TVs."

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