Samsung, which is widely regarded as a late entrant into the ultra-high-definition (UHD) TV scene, yesterday unveiled its 85-inch UHD 85S9 TV to the South African market.
Addressing the media, Lance Berger, head of product marketing for TV/AV at Samsung Electronics SA, revealed that the TV costs R385 000 and is targeted at premium customers.
According to Samsung, the UHD 85S9 offers consumers one of the best viewing experiences currently available on the market, in a form factor that revolutionises conventional TV design.
"Even though UHD content is not yet widely available, Samsung is committed to providing its customers the latest technology innovation that they can draw immediate benefit from," Berger said.
He also claimed that the TV has four times the resolution available on existing full HD displays, adding that the 85S9 includes Samsung's proprietary up-scaling engine. This technology converts HD or full-HD to UHD-level picture quality by restoring detail information to create greater precision for real-life picture excellence.
"Premium televisions have unique identities and the 85S9 certainly ushers in a new category of design," says Berger.
A single cable is discreetly wired into the base of the TV, while a separate connect box combines all other inputs into a central location, eliminating clutter. Its large screen size contributes towards Samsung's efforts to meet consumer demand for larger-screen TVs, which is the fastest growing TV segment in the world, the company says.
"Samsung sought to have the TV's elegant frame and panel serve as the focal point for home theatre enjoyment. Rather than a home appliance, Samsung is aware that the TV has become an integral part of the interior d'ecor for the home that enhances the aesthetic value of the environment it is placed in, and we believe the 85S9 does just that," added Berger.
Samsung says it is also addressing the current inconsistent UHD content standards with the 85S9, offering compatibility with any type of upcoming UHD content with a built-in Evolution Kit.
The Evolution Kit ensures consumers are able to take advantage of UHD software and hardware developments as they occur, allowing them to upgrade to the latest versions.
The TV also boasts immersive audio with 120-watt speakers built into the frame.
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