Samsung Electronics Releases TV Worth '44.9 Million Won', Equivalent to a Grandeur Car...Strengthening Ultra-Premium and Ultra-Gap Strategy

[Financial News] Samsung Electronics has launched the world's first ultra-high-priced 'Micro RGB TV', strengthening its technological leadership in the premium TV market. The price of the 115-inch model is 44.9 million won. This is comparable to the price of Hyundai Motor's large sedan, the Grandeur. While Chinese TV companies are also releasing LED TVs with RGB local dimming technology, Samsung is the first to introduce the Micro RGB TV. There is analysis that Samsung is strengthening its 'ultra-gap' and 'ultra-premium' strategies. 
■"The clarity is different...35% improvement in color reproduction" 
Samsung Electronics held a Micro RGB media conference on the 12th, introducing the Micro RGB TV as a product that can most precisely control light and color, the essence of display technology. Lee Jong-po, Executive Vice President of the Visual Display Business at Samsung Electronics, stated, "The current TV market is divided into LCD and OLED TVs, but with this product launch, we are confident that we will create a new category of RGB LED." He emphasized, "By applying Micro LED, we can confidently say that we are technologically superior compared to other companies."
Samsung Electronics' Micro RGB TV has approximately 35% higher color reproduction rate compared to existing TVs. The key is reducing each LED chip for red (R), green (G), and blue (B) to less than 100㎛ (micrometers). As the LED elements become finer, it is possible to implement colors more delicately and clearly. Samsung applied the 'RGB color backlight' by arranging RGB LEDs in ultra-fine units, maximizing the 'local dimming' effect that finely adjusts dark and bright parts to enhance contrast expression. It is equipped with the 'Micro RGB AI Engine', an AI-based color optimization engine, allowing AI to analyze the image quality of video content in real-time and adjust the color tone. It also includes the 'Micro RGB Color Booster Pro', which realizes rich colors by recognizing scenes, and the 'Micro RGB HDR+' function, which delivers depth to the video by implementing rich colors and deep contrast. It seems to have set a new standard for premium TVs in the increasingly fierce global TV technology competition. Samsung's Micro RGB TV achieved 100% of the BT2020 area ratio, a metric for measuring color accuracy established by the International Telecommunication Union. It also received Micro RGB certification from the German testing and certification organization VDE. The 'Glare-Free' technology certified by the global certification body UL reduces light reflection caused by external lighting or sunlight, allowing clear viewing of content even during the day.
■TV Market Stagnation...Targeting the US Next Month 
The Micro RGB TV is initially released in a 115-inch model. 115 inches is the same size as the largest model currently sold by Samsung Electronics. The retail price is 44.9 million won, which is high. Samsung Electronics will launch it in the US market next month, starting with Korea. It will then be released sequentially in major markets around the world.
The industry is paying attention to the structural stagnation of the global TV market as the background for Samsung's introduction of the world's first, ultra-high-priced product. It is interpreted as an attempt to reaffirm technological and product superiority with the launch of the 'ultra-premium' product, the Micro RGB TV. Amid the global TV demand slump, Chinese companies are quickly taking over the mid-to-low-end LCD (liquid crystal display) market, and there is analysis that they have no choice but to advance into the premium market. Son Tae-yong, Vice President of the Visual Display Business, said, "The Micro RGB TV is a product that can most precisely control the essence of display technology, light, and color," and "We will further strengthen Samsung Electronics' technology ultra-gap strategy centered on the ultra-large and ultra-premium market." 
ehcho@fnnews.com Cho Eun-hyo Reporter