"The future of television" – Samsung unveils its strategy

Samsung has led the global TV market for years, and the South Korean company has a clear plan to keep it that way. At CES 2026, Samsung provided a detailed look at its strategy for the years ahead, later summarized in a post on the Samsung Newsroom.

The presentation focused on redefining the television – not merely as a screen for content, but as a smart and personalized platform. Samsung is responding to a changing market in which factors such as screen size and picture quality are no longer the sole priorities. Personalized experiences are becoming equally important. SW Yong, President of the Visual Display Business at Samsung Electronics, put it this way:

"It's no longer just about passive viewing of content, but about encouraging direct interaction with users [... ] As part of our product development, we are focusing on making technology tangible and experiential with solutions such as VAC, rather than just delivering new technical specifications."

A central element of Samsung’s TV strategy is the Vision AI Companion (VAC). The AI platform analyzes content and usage patterns, delivers real-time information and adapts to individual user habits. The goal is to transform the TV from a passive screen into an active part of everyday life. According to Samsung, VAC will be included in nearly all new models, depending on region and feature set. The company also plans to further expand smart home integration, positioning the TV as a central control hub.

On the technical side, Samsung is combining innovation with proven technologies. Micro RGBs, first introduced in the summer of 2025, will anchor the premium lineup alongside OLEDs, while mini-LEDs will serve the mid-range and entry-level segments. Ultra-large displays are also a key pillar of the strategy, underscored by the recent launch of a 130-inch Micro RGB TV.