Samsung Brings AI Features to Your Living Room With New Range of Premium Smart TVs in India


Samsung on Wednesday announced its 2024 range of premium smart TVs with tons of AI features. The flagship models: Samsung Neo QLED 8K and Neo QLED 4K are aimed at a super premium range and, like other Samsung products this year, have artificial intelligence-based features. This year, Samsung has gone all out with the integration of AI in all products – be it smartphones, home appliances and smart TVs. However, with the 2024 range of premium smart TVs, Samsung has bigger ambitions for the Indian market. Gadgets 360 got a chance to speak with Mohandeep Singh, Senior Vice President, Visual Display Business, Samsung India, ahead of the announcement and understand the company's plans for the TV business and more.

Samsung's plans for the premium TV segment

Mohandeep Singh confirmed that Samsung plans to double the super-premium smart TV business in India this year. Singh highlighted that the user pattern is gradually shifting to smart TVs, favoring premium models, and 2024 is the year when non-smart TV models will see a decline. He added that the decline in non-smart TV models in India has been steady since last year and will continue beyond the 32-inch screen size.

According to data from Omdia, a research firm, Samsung led the 55-inch and above premium TV segment in India by 2023. The South Korean giant has a TV manufacturing facility in Chennai as part of its 'Make in India' strategy.

Target audience for Samsung's premium TVs

Asked about the buying behavior of users on smart TVs, Singh added that according to company data, 40 percent of Samsung TVs purchased in India use an EMI option. “Both from a consumer behavior perspective, it's clearly updating, and it's not a metro phenomenon. It's a nationwide phenomenon,” Singh added, talking about how it's finally catching up the premium television segment.

When asked about the target audience for the new premium TVs, Singh added that the latest models are aimed at Gen MZ (or those born between 1981 and 2009) and of course audiences with high income groups.

How new premium TVs handle user data

With the influx of AI features in the latest devices, one of the biggest concerns has been user data. Will it be stored locally on the device or sent to the cloud, and how secure is overall user data? Singh emphasized that “security is paramount, and with Samsung Knox, every feature, app and platform benefits from robust protection, enabling connected experiences to remain private and secure.”

He added: “It's interesting that all the data stored on the TV is encrypted. The encryption is done on the TV itself. The encryption key is also on the TV, but it's not sent to a server. This makes it a very secure. So everything inside the TV is protected and encrypted. It also works in the background to ensure that phishing and malicious sites can't access your devices.”

Highlights of the new premium TVs

New smart TVs offer a more personalized experience with apps and platforms. Samsung has added new widgets and the TV screens have custom dashboards that allow users to easily monitor home status, camera feeds, power usage, weather updates and more.

Samsung's Neo QLED 8K will be available in two models: QN900D and QN800D, in sizes of 65, 75 and 85 inches. Powered by the company's NQ8 AI Gen3 internal processor, the Neo QLED 8K brings 8K AI Upscaling Pro, fine-tuning low-resolution content to display in ultra-high resolution, and AI Motion Enhancer Pro, which automatically detects the type of sports . on TV and tracks fast-moving objects, such as a football or cricket ball, on the screen during a live match. There's also Real Depth Enhancer Pro, which again uses AI to detect the parts of a scene that the human eye would naturally focus on and bring them into the foreground. The advantage of this feature is that it makes the images on the screen look more realistic with more details.

The list of AI features is long and includes AI picture technology, AI sound technology, AI autoplay mode, AI customization mode and AI power mode.

Next, the Neo QLED 4K is called glare-free OLED. It's powered by the company's NQ4 AI Gen2 processor and has a Pantone and Dolby Atmos-validated display. It is available in two models, QN85D and QN90D, and will be available in 55, 65, 75, 85 and 98 inches.

Aside from the high-end QLED models, Samsung also announced OLED models on Wednesday that also feature glare-free OLED, which is said to eliminate unnecessary reflection while viewing content in any lighting condition. These OLED models are also powered by the NQ4 AI Gen2 processor and include features such as Real Depth Enhancer, OLED HDR Pro and Motion Xcelerator. Samsung's OLED TV will be available in S95D and S90D models in 55-, 65-, 77- and 83-inch sizes.

Bundled offers

Samsung makes sure that customers get bundled offers while buying these premium devices, making the overall deal sweet. The company has announced pre-order offers where consumers who purchase the new Neo QLED 8K, Neo QLED 4K and OLED range will get a free sound bar worth up to Rs. 79,990, a Freestyle projector worth Rs. 59,990 and a Music Frame speaker worth Rs. 29,990, depending on the model. Consumers are also offered up to 20% cash back depending on the model. Please note that these bundled offers are valid until April 30, 2024.


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