Samsung Launches AI-Powered Neo QLED and OLED TVs in India

Samsung India has unveiled its latest lineup of premium televisions, which includes the Neo QLED 8K, Neo QLED 4K, and OLED models. These TVs boast AI capabilities and features designed to enhance the viewing experience and cater to the needs of Indian consumers.

JB Park, President and CEO of Samsung Southwest Asia, stated, "Samsung is bringing the transformative power of Artificial Intelligence (AI) across product categories to improve consumers' lifestyles. That's why we have integrated AI to home entertainment to offer exceptional viewing experiences for our consumers. Our 2024 range of Neo QLED 8K, Neo QLED 4K and OLED TVs redefine the home entertainment experience and offer new innovations across accessibility, sustainability and enhanced security with the power of AI."

The flagship Neo QLED 8K TV is powered by the NQ8 AI Gen3 processor, which features a Neural Processing Unit (NPU) that delivers an eight-fold increase in neural networks, from 64 to 512, and twice the speed of its predecessor. The Neo QLED 8K is available in two models, QN900D and QN800D, and comes in sizes of 65, 75, and 85 inches.

Several AI features come together to redefine the big screen experience on the 2024 Neo QLED 8K. AI Picture Technology brings out the finest details with outstanding clarity and naturalness, including facial expressions and other subtle nuances. AI Upscaling Pro transforms content to closely match the 8K display, ensuring an exceptional viewing experience regardless of the input source. AI Motion Enhancer Pro utilises a sophisticated motion detection algorithm to enhance clarity during motion-intense content, such as sports, helping users enjoy every moment without distortion. Real Depth Enhancer Pro adds lifelike depth to the picture, pulling viewers into the scene.

AI Sound Technology helps deliver precise audio with Active Voice Amplifier Pro, which detects background noises and adjusts volume automatically. Object Tracking Sound Pro enriches the audio experience by syncing the sound with on-screen action, creating a more dynamic and engaging viewing experience. Adaptive Sound Pro further refines the audio experience by intelligently adjusting the audio to the content and room acoustics, for a genuinely rich and lifelike sound.

Other AI features include AI Auto Game Mode, which recognises both the game and the genre and automatically tailors the picture quality and sound quality settings for an optimised gaming experience; AI Customisation Mode, which adjusts the picture for each scene based on user preference and the content type; and AI Energy Mode, which saves power without compromising picture quality, helping users reduce their energy consumption.

The Neo QLED 4K lineup, powered by the NQ4 AI Gen2 Processor, renders content in 4K resolution. The Neo QLED 4K is available in two models, QN85D and QN90D, and comes in sizes of 55, 65, 75, 85, and 98 inches.

Samsung is also introducing the world's first glare-free OLED TV, which aims to deliver improved picture quality in well-lit environments by reducing reflections while preserving deep blacks and clear images. The OLED TV lineup, also powered by the NQ4 AI Gen2 Processor, features Real Depth Enhancer and OLED HDR Pro. Samsung OLED TV will be available in two models, S95D and S90D, in sizes of 55, 65, 77, and 83 inches.

Mohandeep Singh, Senior VP of Visual Display Business at Samsung India, highlighted the growing demand for premium TVs in the country, stating, "Televisions have emerged as the centerpieces of modern living, seamlessly integrating technology and lifestyle. The rising demand for larger screen sizes in India reflects consumers' preference for premium TVs. We are launching AI TVs that have been designed to set a new standard in visual immersion and sound quality. With the launch of our new range of AI-powered 8K Neo QLEDs, 4K Neo QLEDs and OLED TVs, we are confident of extending our market leadership in India."

The new TV lineup supports various connectivity protocols such as Matter, Zigbee, and SmartThings, allowing them to serve as an IoT hub and integrate with other Samsung smart home devices. Dolby Vision is supported on the 8K models and the 75-inch OLED, while HDR10+ is available across the entire range. Samsung has also curated localised Smart Experiences for Indian consumers, offering services such as Cloud Gaming Service, Samsung Education Hub, and Smart Yoga with an AI-enabled mat. Additionally, the TV Key Cloud service enables direct transmission of content through the cloud, eliminating the need for a set-top box.

Samsung also unveiled the all-new Music Frame, a device that combines audio with an artistic design inspired by the company's lifestyle TV, The Frame. This device allows users to display their personal pictures or artwork while enjoying wireless audio with smart features.

As part of the pre-order offers, consumers who purchase the Neo QLED 8K, Neo QLED 4K, or glare-free OLED range will receive a complimentary soundbar worth up to INR 79,990, a Freestyle projector worth INR 59,990, or a Music Frame worth INR 29,990, depending on the model they choose. This offer is valid until April 30, 2024. Additionally, consumers can avail up to 20% cashback, depending on the model. The Neo QLED 8K range starts from INR 319,990, while the Neo QLED 4K range begins at INR 139,990. The OLED range starts from INR 164,990, with the 65-inch model priced at INR 279,990 and the 75-inch model at INR 479,990.

Samsung aims to capture a significant share of the premium TV market in India, targeting Gen Z and millennial consumers with higher disposable incomes. The company is also focusing on local manufacturing, with over 90% of its TVs sold in the country being produced domestically.

Despite the recent slowdown in the Indian TV market, Samsung sees growth opportunities in the premium OLED and QLED segments, both in metropolitan cities and upcountry markets. Mohandeep Singh commented on the market dynamics, stating, "Our own sense is that last year, the market was give or take 12 million units. But also, last year, the market de-grew from a unit's perspective. So again, let's say de-grew slightly or stagnant, but that's the kind of a statement as far as 2023 is concerned. Significant to note that this happened after two successive good years. Because in 2020, the market became very low because of COVID, and then '21, '22, back to back, it grew and surpassed 2019 and 2022. In '23, there was a bit of a correction."

Samsung has set a target of achieving a revenue of Rs. 10,000 crore in 2024 across its consumer TV ecosystem, which includes televisions and sound devices. According to Singh, 40% of TV sales in India are driven by EMI affordability schemes. As technology continues to evolve and become more affordable, Samsung expects the adoption of premium TVs to increase across various price points and market segments.