[CES 2024] Go Beyond Viewing: Samsung Pushes the Boundaries of Home Entertainment at the Screen Experience Zone
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By Samsung Newsroom
In video content, audio is just as essential as the visuals, playing a key role in immersion and making viewers feel as if they are part of the scene. To create a truly optimized sound experience, Samsung Electronics collaborated with Google to develop Eclipsa Audio — a cutting-edge 3D audio technology officially introduced through Samsung TVs last month at the Consumer Electronics Show (CES) 2025 in Las Vegas.
Samsung Newsroom took a closer look at the technology behind Eclipsa Audio and how it delivers lifelike 3D spatial audio.
Developing 3D Spatial Audio Technology
In 2023, the Alliance for Open Media (AOM) — a global consortium that includes Samsung, Google, Netflix, Meta and other leading companies — officially adopted Immersive Audio Model and Formats (IAMF) as the industry standard for 3D audio. Developed by Samsung and Google, this innovative 3D audio format is currently available to content creators under the brand name Eclipsa Audio.
Eclipsa Audio establishes a shared protocol between different types of media content and the devices that play them. The format delivers a deeply immersive listening experience by optimizing and adapting audio positioning, intensity, spatial reflections and other sound elements to various output environments, such as cinemas, home theater systems, gaming consoles and mobile devices.
Depending on the output device, the technology can render sound from multiple directions — including from the front, back, left, right, above and below — to create a sense of spatial depth and presence within the scene being watched. In a concert video for instance, Eclipsa Audio presents the artist’s performance in crystal-clear detail while also capturing the energy of the audience, making the viewer feel as if they are physically there.
Designed for Optimal 3D Audio in Everyday Life
Among the growing range of technologies enhancing 3D sound — including surround sound, immersive audio and spatial audio — Eclipsa Audio was specifically designed to provide a 3D audio experience optimized for everyday listening.
Traditionally, 3D audio content is created with the assumption that it will be played in environments equipped with multiple surround speakers. However, most home entertainment setups primarily consist of a TV and a soundbar — making it challenging to accurately replicate the content creator’s intended spatial audio effects. Eclipsa Audio overcomes this limitation by automatically analyzing sound elements in each segment of a film — from whispered dialogue to the roar of fighter jets in the background — and delivering a dynamic 3D audio effect fine-tuned for the viewer’s home environment.
Building a 3D Audio Ecosystem With Open-Source Technology
Eclipsa Audio’s open-source framework sets it apart from other 3D audio technologies by allowing anyone to create 3D audio content without paying royalties. Following its debut at CES 2025, the technology has been met with enthusiasm from content creators and has gained momentum across media platforms and online communities.
In this way, Eclipsa Audio serves as an open vessel in which content creators can integrate 3D audio elements from all directions without restrictions. By democratizing spatial audio, Eclipsa Audio empowers content creators and ensures that consumers experience sound as intended — regardless of their audio setup.
Eclipsa Audio on Samsung TVs
Eclipsa Audio’s immersive 3D sound performs at its best when paired with exceptional hardware. To make that peak performance a reality, Samsung and Google have worked tirelessly to provide consumers with Eclipsa Audio-supported 3D audio content — soon to be available via the YouTube app on Samsung’s latest TVs. Eclipsa Audio is set to roll out across the company’s entire 2025 TV lineup from the Crystal UHD series to the premium flagship Neo QLED 8K models.1
Most Samsung TVs are equipped with stereo speakers at the bottom of the screen, and for QLED 4K models and above, additional speakers are positioned at the top. Flagship models, though, come with extra benefits. Besides surround speakers added to the rear of the sides, their top-positioned speakers are specially designed for height perception. Eclipsa Audio reflects sound off the ceiling with these special speakers, creating an effect that allows viewers to experience upward-directional audio — such as the sensation of an object flying overhead. Pairing the TV with a soundbar further enhances the experience, producing richer and more expansive 3D spatial audio.
Eclipsa Audio has established the foundation for a 3D audio content ecosystem by bringing industry leaders — from device manufacturers to content platforms — together under a unified standard. In an era where streaming services blur the line between content creation and consumption, Eclipsa Audio unlocks new possibilities for immersive sound that Samsung is determined to further expand.
1 Rollout schedule and service details may vary depending on the TV model.
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By Samsung Newsroom
Samsung Electronics today announced that it has secured its position as the global leader in the TV market for the 19th consecutive year.
According to market research firm Omdia, Samsung achieved a 28.3% market share in the global TV market in 2024, maintaining the number one ranking it has held since 2006. This continued success is driven by the company’s commitment to premium and ultra-large screen innovation, as well as the introduction of cutting-edge, AI-powered TVs.
“Samsung’s 19-year reign as the global TV market leader has been made possible by the trust and support of our customers,” said Hun Lee, Executive Vice President of Visual Display Business at Samsung Electronics. “We will continue to shape the future of the TV industry with innovations like AI-powered TVs, delivering products and services that meaningfully enrich people’s lives.”
▲ Samsung Electronics secured its position as the global leader in the TV market for the 19th consecutive year (Source: Omdia , Feb-2024. Results are not an endorsement of Samsung)
Dominance in the Premium and Ultra-Large TV Segments
Samsung solidified its leadership in the high-end TV market, particularly in the premium ($2,500+) and ultra-large (75-inch and above) segments:
Premium ($2,500+) TVs – Samsung captured a 49.6% market share, accounting for nearly half of the global premium TV market. 75-inch and above – Samsung led the ultra-large category with a 28.7% market share.
QLED and OLED TV Success
Samsung also maintained its leadership in the QLED and OLED segments, reinforcing its dominance in the premium TV industry:
QLED TVs – With 8.34 million units sold, Samsung commanded a 46.8% market share, further strengthening its leadership in this category. The global QLED market also saw significant growth, surpassing 10% of total TV sales for the first time. OLED TVs – Samsung’s OLED sales reached 1.44 million units in 2024, securing a 27.3% market share. This marks a year-over-year (YoY) increase of 42% and 4.6% in unit sales and market share, respectively, reflecting strong consumer demand for Samsung’s OLED innovations.
Transforming Home Entertainment With AI and Art
At CES 2025, Samsung unveiled Vision AI, a breakthrough in AI-powered screens that extends beyond traditional entertainment. By analyzing user preferences, intent and habits, Vision AI delivers a seamlessly personalized viewing experience that shapes the future of smart home displays.
Samsung is also expanding its Samsung Art Store — originally available exclusively on The Frame — to Neo QLED and QLED models this year, providing more consumers with access to a personalized digital art experience.
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By Samsung Newsroom
As Europe’s largest display exhibition, Integrated Systems Europe (ISE) always highlights the best of the best in digital signage. This year was no different with Samsung Electronics and other industry-leading companies setting the stage for the future by pushing the boundaries of innovation.
▲ Samsung received a total of 12 awards, including five Best of Show awards at ISE 2025.
Samsung’s booth entrance featured The Wall, drawing in visitors with an immersive anamorphic experience powered by cutting-edge MICRO LED technology. Throughout the booth, attendees caught a glimpse of the various environments being transformed by Samsung’s next-generation signage solutions — from corporate offices and classrooms to hotels and museums.
▲ Thousands of attendees made their way through Samsung’s engaging and expansive booth.
Samsung Newsroom captured some of the standout products showcased at ISE 2025 that demonstrate Samsung’s leadership in commercial display technology.
Samsung Color E-Paper: Ultra-Bright, Ultra-Light and Ultra-Efficient HoloDisplay: Bringing Signage to Life With 3D Innovation Transparent MICRO LED: Blending Reality and Digital Content Interactive Display: A Smarter, More Interactive Classroom Experience The Wall: Optimizing Command and Control Rooms With High-Resolution Displays The Wall for Virtual Production: A Seamless, Cost-Effective LED Stage Solution for Filmmakers SmartThings Pro: Expanding Partnerships and Enhancing IoT Automation Another Record-Breaking Year for Samsung at ISE 2025
Samsung Color E-Paper: Ultra-Bright, Ultra-Light and Ultra-Efficient
▲ (From left) Jungsuk Han, Jonghwa Bae and Kwangju Kim stand with ISE 2025 Best of Show trophies for Samsung Color E-Paper, which delivers vivid, high-intensity color in a remarkable form factor.
Launched at ISE 2025, the energy-efficient Samsung Color E-Paper (EMDX model) stunned visitors with its vibrant digital ink technology and slim, lightweight design. This innovative signage solution is ideal for locations where content remains the same for a week or longer — such as retail or grocery stores and outdoor spaces such as bus stops. The display uses 0.00W1 of power when showing a static image and can easily be managed through a dedicated app2 or with Samsung VXT (Visual eXperience Transformation), a cloud-based content management solution (CMS) platform.
Samsung Color E-Paper received numerous Best of Show awards at ISE 2025 from trade publications — including AV Technology, Digital Signage and Installation.
HoloDisplay: Bringing Signage to Life With 3D Innovation
▲ A visitor reaches out to try and touch the 3D projected image in the innovative HoloDisplay, which creates a ‘floating object’ effect for an immersive experience
Following its debut at CES 2025, the HoloDisplay captivated attendees with its anti-distortion technology that forms a floating image in midair and its brighter and sharper picture quality. The HoloDisplay also earned the Best of Show award at ISE 2025 from Installation.
Transparent MICRO LED: Blending Reality and Digital Content
▲ The Transparent MICRO LED attracted visitors’ attention with its crystal-clear, glass-like display.
The Transparent MICRO LED display brought a new viewing experience to attendees. With its crystal-clear, glass-like design and high resolution, the display earned industry recognition including this year’s Digital Signage Innovation of the Year award from AV News.
Interactive Display: A Smarter, More Interactive Classroom Experience
▲ 2025 Interactive Display with Samsung AI Assistant
Samsung showcased its 2025 Interactive Display with Samsung AI Assistant — a new educational solution designed to provide an interactive experience to students. Attendees explored the new AI capabilities now supported, such as Circle to Search.
The 2025 Interactive Display earned the Best of Show award at ISE 2025 from the trade publication Tech & Learning, further solidifying its reputation as a cutting-edge educational solution.
The Wall: Optimizing Command and Control Rooms With High-Resolution Displays
▲ A Traffic command and control demonstration at ISE 2025 (left) and NASCAR’s new remote race control room (right)
Samsung showcased how The Wall can help businesses make fast and informed decisions. At the booth, attendees witnessed how the display can be used in settings such as control rooms to provide a large, dynamic canvas for real-time monitoring and decision-making.
In the United States, NASCAR’s new remote race control room now utilizes The Wall enhanced race officiating. Officials can review comprehensive, real-time video, audio and data from the track and remotely oversee races on an impressive 32-foot-wide, 9-foot-tall screen.
The Wall for Virtual Production: A Seamless, Cost-Effective LED Stage Solution for Filmmakers
▲ The Wall for Virtual Production in the corporate broadcast section in Samsung’s booth at ISE 2025
Samsung hosted a live demonstration at Samsung Corporate Broadcast Studio inside the ISE 2025 venue to showcase the seamless integration of The Wall for Virtual Production (IVC model) with Arnold & Richter Cine Technik (ARRI) cameras and lighting fixtures as well as Realtime Department’s digital experience solution. The combination of these technologies created ready-to-shoot LED backgrounds for virtual production — ensuring exceptional image quality and ease of use for corporate, broadcast and media environments.
“The collaboration with Samsung and Realtime Department has significantly lowered the entry barrier to LED production for filmmakers,” said Andre Rittner, Business Development Manager of EMEAI (Europe, the Middle East, Africa and India) at ARRI. “This partnership has brought ARRI’s award-winning equipment to a suite of studio production tools and reduced production costs without compromising quality.”
SmartThings Pro: Expanding Partnerships and Enhancing IoT Automation
▲ The SmartThings Pro wall
Samsung showcased how device ecosystems can be managed with SmartThings Pro — the company’s hyper-connected B2B platform featuring enterprise-level encryption to safeguard sensitive data across IoT connections.
Several new partnerships enhance the functionality of SmartThings Pro in business settings.
Meeting rooms: Cisco video conference cameras and dashboards connect with 105-inch 21:9 Smart signage for crystal clear video conferencing and intuitive control. The AMX Muse Automation Controller streamlines operation of The Wall without compromising security. Retail stores: Five Nexmosphere sensors expand SmartThings Pro’s capabilities in retail settings — a presence sensor, radio-frequency identification (RFID) sensor, lidar sensor, ambient lighting sensor and an NFC reader. Hotels: ABB devices integrate with NetX management systems and SmartThings Pro to create new guest experiences.
Another Record-Breaking Year for Samsung at ISE 2025
Samsung’s leadership in digital signage was recognized at ISE 2025 with 12 awards from various organizations and trade publications — surpassing the impressive nine awards won in 2024.
Best of Show Awards from Future
AV Technology: Samsung Color E-Paper Digital Signage: Samsung Color E-Paper Installation: Samsung Color E-Paper and HoloDisplay Tech & Learning: 2025 Interactive Display
AV News Awards
AV Project of the Year (Commercial) Award: Samsung for using the Outdoor LED Signage XHB series (P8) at Shinsegae Department Store in Seoul, South Korea Digital Signage Innovation of the Year Award: Transparent MICRO LED
Inavation Awards
Applied Technology Award: Samsung for using Onyx Led screens at Pathé Palace in Paris, France
▲ Employees from Samsung France receive the Applied Technology Award.
Top New Technologies (TNT) Awards from Commercial Integrator
All-Weather Display: OHDX Outdoor Signage 46”and 55” TVs: 2024 HBU8000 Hospitality TV Video Monitors: QHFX 115” Smart Signage
ISE Stand Design Awards from EXHIBITOR Magazine
Sustainability Recognition XL (250 m2 or more): Samsung
▲ The Sustainability Recognition XL award recognizes the eco-conscious design of Samsung’s ISE 2025 booth.
ISE 2025 illustrated how quickly digital signage is evolving. Samsung is revolutionizing the industry with energy-efficient, AI-driven innovations — setting new standards with its award-winning lineups at ISE 2025 and beyond.
1 The power measurement is based on IEC62301 standards from the International Electrotechnical Commission. According to the standards, the average power below 0.005W is indicated as 0.00W.
2 Samsung Color E-Paper mobile app supports Android 10 and above, and iOS 15 and above. Availability may vary by device, software version and region.
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By Samsung Newsroom
Quantum dots have attracted attention as next-generation material for a wide range of applications including displays, medical devices and solar cells. In 2014, Samsung Electronics developed the world’s first no-cadmium quantum dot material and successfully commercialized quantum dot technology with its SUHD TVs. Since 2017, the company has continued to build on its legacy of quantum dot mastery through QLED — its own quantum dot TV series. Samsung Newsroom explored how quantum dots are taking Samsung displays to the next level.
Quantum Dots: The Next Generation of Display Innovation
Quantum dots are ultra-fine semiconductor particles that are tens of thousands of times thinner than a human hair. Since inception, their physical characteristics that allow them to provide the highest level of color accuracy and brightness among existing materials had them positioned to revolutionize display technology.
When used in displays, quantum dots support a wide color gamut that closely matches colors perceived by the human eye and facilitate pixel-level light adjustment for more accurate black levels. Emitting light in all directions, quantum dots deliver uniform luminance and consistent color from any viewing angle while minimizing blue light exposure for a more comfortable viewing experience.
▲ SUHD TVs at CES 2015
What Sets Quantum Dot TVs Apart: Content, Film Quality and No-Cadmium Technology
The TV industry continues research and development into the commercialization of quantum dots as the material becomes a game-changer in display technology. For that reason, a variety of quantum dot TVs have hit the market recently — offering a wide range of options to customers.
However, key differences in quantum dot TVs lie in how the technology is implemented and the overall quality of the display. To ensure a premium viewing experience, factors such as the amount of quantum dot content, the quality of quantum dot film and the use of no-cadmium materials must be considered.
▲ Factors to consider when selecting a high-quality quantum dot TV
Quantum Dot Content
The true quality of a quantum dot TV is defined by its quantum dot content. The quantum dot layer requires a minimum of 30 parts per million (ppm) of the material to achieve the vivid, rich picture quality and color expression that only quantum dots can deliver.
Quantum Dot Film
Quantum dot displays have a simpler and more efficient structure compared to LCDs. Samsung QLEDs eliminate the need for a phosphor layer, enhancing light and energy efficiency while delivering more vivid colors. A quantum dot OLED (QD-OLED), which consists of a thin-film transistor (TFT) layer,1 a self-emitting light source and a quantum dot film that uses the light emitted from the light source, takes a step further enhancing picture quality. In either case, a dedicated quantum dot film that contains sufficient quantum dots is key in delivering top-class picture quality and longevity.
▲ A comparison of QD-OLED and LCD displays
No Cadmium
In the early stages of developing quantum dot TVs, cadmium was essential to achieving the key benefits of quantum dots such as color reproduction and contrast ratio. At the time, cadmium was considered the most efficient material for producing quantum dots.
However, cadmium’s toxicity became a significant obstacle to the commercialization of quantum dot technology. The element posed serious threats to the environment — making its widespread use difficult despite being the most suitable material for implementing quantum dot technology.
In response to this challenge, Samsung developed the world’s first no-cadmium quantum dot material in 2014 and successfully commercialized quantum dot technology with its SUHD TVs in the following year to open a new era of quantum dot TVs.
10 Years of Quantum Dot Innovation and Leadership
Samsung has quickly recognized the potential of quantum dot technology and led innovation in the global display market over the past decade through continuous research and investment.
▲ A timeline of Samsung’s quantum dot technology development from 2001 to 2022
Samsung began researching and developing quantum dot technology in 2001 — at a time when there was limited research on non-cadmium materials. Achieving vivid colors required making the nano-sized particles uniform, but the lack of technology and research made mass production extremely challenging.
Despite these obstacles, Samsung succeeded in creating a no-cadmium nanocrystal material in 2014. Since then, the company has accumulated extensive expertise — registering more than 150 patents — and continuously worked on advancing the technology. Samsung’s long-standing commitment culminated in 2015 when the company unveiled the world’s first SUHD TVs with no-cadmium quantum dot technology.
▲ QLED TVs (75Q8C and 88Q8F) at Samsung’s First Look 2017 event during CES 2017
Samsung’s QLED lineup was revealed in 2017, setting a new standard for premium TVs that overcame the limitations of OLED TVs. By applying metal quantum dot technology, Samsung achieved the Digital Cinema Initiative’s color standard DCI-P3 and achieved 100% color volume for the first time in the world — thereby presenting unparalleled color expression. Notably, the use of inorganic quantum dot technology protected the screens from burn-in2 to ensure consistent picture quality over time.
▲ (From left to right) Kwang-Hee Kim, Dr. Taehyung Kim, Dr, Eunjoo Jang, Sungwoo Kim and Seon-Myeong Choi from Samsung Advanced Institute of Technology
Following its success in developing a red light-emitting element for displays in 2019, the company enhanced the luminous efficiency of blue self-emitting QLEDs — considered the most challenging to implement among the three primary QLED colors3 — to an industry-leading 20.2%.
“Discovering a blue material for self-emitting QLEDs and demonstrating industry-leading performance at the device level were significant achievements of this research,” said Dr. Eunjoo Chang, a fellow at Samsung Advanced Institute of Technology. “Samsung’s distinctive quantum dot technology has once again overcome technical barriers.”
This cutting-edge advancements led to the launch of the QD-OLED TVs, making history at CES 2022 by winning the Best of Innovation award for integrating quantum dot technology and OLED displays.
Samsung remains dedicated to advancing quantum dot technology through continuous innovation. The company continues to invest in leading display technology — from QLED to Neo OLED — by offering high brightness, color accuracy and frequency. Driven by Samsung’s unrivaled quantum dot innovations, the future of display technology is brighter than ever.
1 An electronic circuit that adjusts and controls the light-emitting layers
2 Occurs when a static image is displayed for too long, causing color distortions or ghost images to remain on screen
3 Red, green and blue
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By Samsung Newsroom
Integrated Systems Europe (ISE) 2025 kicked off on February 4 in Barcelona, highlighting the latest advancements in commercial display technology.
Samsung Electronics welcomed guests with a striking 462” The Wall media facade at the entrance to its booth — while inside, the company showcased its energy-efficient Color E-Paper display alongside AI-powered upgrades to the SmartThings Pro platform. The supersized 115” 4K Smart Signage display captivated visitors with its immersive visuals as well.
Samsung Newsroom explored the booth firsthand and captured these innovations leading the future of commercial displays.
▲ Visitors marvel at The Wall’s stunning visuals powered by MICRO LED technology.
▲ (From left) Hoon Chung, Executive Vice President; SW Yong, President and Head of Visual Display (VD) Business; and Seong Cho, Executive Vice President of Europe Office, from Samsung Electronics admire The Wall.
▲ The ultra-low power Samsung Color E-Paper boasts a slim, lightweight design.
▲ Visitors examine Samsung VXT, a comprehensive cloud-based content management solution (CMS) platform.
▲ Visitors crowd around the SmartThings Pro wall to see how the B2B management platform has expanded to include enterprise-grade IoT devices.
▲ Visitors interact with the Google Cast feature newly added to Samsung’s 2025 hotel TV lineup.
▲ SW Yong, President and Head of Visual Display (VD) Business at Samsung Electronics, tries out the 2025 Interactive Display equipped with Samsung AI Assistant.
▲ The 115” (16:9) 4K Smart Signage display boasts an ultra-large screen optimized for office spaces, retail stores and other business environments.
▲ A visitor observes the 105” (21:9) 5K Smart Signage display‘s various innovative features that make it the perfect option for video conferences.
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