Forget TVs, Samsung and LG are releasing transparent screens

Forget TVs, Samsung and LG are releasing transparent screens

Transparent TV technology is not completely new, but companies are still struggling to convince consumers due to high selling prices. (Photo`123RF)

The king of living rooms around the world, the large flat-screen TV, could soon end up in the attic: South Korean electronics giants Samsung and LG are now relying on transparent, minimalist and connected objects.

“How about a screen that gives you space back?” an LG executive said Monday during a press presentation of the Signature OLED T, which is expected to launch later this year.

“Welcome to a world beyond the perfect screen,” he said a day before the official opening of the CES (Consumer Electronics Show) technology show in Las Vegas in the western United States on Tuesday.

Presented with great fanfare, the new screen is “virtually invisible” when turned off, the company notes, and can thus blend perfectly with the decor of the room in which it is placed.

This television resembling a transparent rectangular box offers viewing of television programs in high definition immediately after switching on.

But by playing with transparency, it’s also possible to display realistic surrounding images — flames, floating fish, etc. — making it a decorative object in its own right.

Transparent TV technology is not completely new, but companies are still struggling to convince consumers due to high selling prices.

Samsung introduced its own screen, also transparent like glass, but equipped with light-emitting diodes (LEDs) for high-resolution images.

“Transparent LEDs are poised to redefine visual experiences, making it virtually impossible to discern the line between content and reality,” Samsung said in a press release.

Big screens have long been the stars of CES, the industry’s annual must-see event.

For its part, Chinese electronics giant TCL has introduced a number of more conventional models, including a 115-inch (292-centimeter diagonal) “maxi size” TV.

“On Screen and Off”

Unsurprisingly, the topic of artificial intelligence (AI) is dominating CES this year, highlighted by all the major TV manufacturers in attendance, with advances made possible by electronic chips built into screens.

“In the ultra-connected age, it’s no longer just about providing quality visual experiences,” notes SW Yong, manager of Samsung Electronics, in a press release. “Screens should improve our lives on and off the screen.”

Industry giants have been touting the benefits of artificial intelligence to enhance images, such as instantly converting old classics into a modernized format as if they had been restored, or integrating viewer preferences into movie recommendations.

Artificial intelligence is also being used to enhance video game capabilities, with enthusiasts expecting even greater immersion.

Thus, Hisense’s latest range of TVs includes devices equipped with AI that recognizes the content on the screen and adapts in real time to improve the clarity of the image and the immersion effect.

“Expensive as a house”

According to SW Yong, the AI ​​built into Samsung TVs is also designed as a control point for all connected devices throughout the home.

“We’re going to see TVs become the control center of the home, not just entertainment,” says Jessica Boothe, director of research at the Consumer Technology Association, which organizes CES.

For LG CEO William Cho, the world is at a “historic turning point” thanks to artificial intelligence, a transformation he wants to join by using data collected by the sensors of hundreds of millions of connected devices used around the world to detect behavioral patterns and provide insights, he explains.

“TVs still take up a large part of the living room,” Avi Greengart, an analyst at the specialist firm Techsponential, told AFP. “Now there is competition,” he points out. “Sure, it costs as much as your house, but it’s really cool.

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