With the many streaming services, gaming platforms, and digital content available at our fingertips, the living room has evolved from just another space in the house, to a central hub where families gather, entertain, and connect.
The television sits at the heart of this change, with consumers across Southeast Asia and Oceania (SEAO) looking for an all-in-one screen that can truly do justice to the wealth of content available. Their expectations include remarkable picture quality, durability, and innovative features that bring stories to life with amazing clarity.
Our Samsung SEAO TV Awareness IFC Study revealed that picture quality and display technology remain the most important factor for consumers in this region when purchasing a TV, as awareness of TV technologies like QLED, OLED, Neo QLED and 8K has been steadily increasing. Interestingly, consumers’ awareness of QLED technology is now on par with OLED, and QLED and OLED TVs are also the ones that consumers are most likely to consider as compared with other display technologies.
An authentic QLED display revolution
In a market flooded with technical jargon and similar-sounding features, authenticity has become a critical but often overlooked factor. Not all display technologies are made equal, and the consumer viewing experience can be greatly impacted by the distinction between marketing jargon, and technological innovation.
This is particularly true for QLED (Quantum Dot Light Emitting Diode) technology. True quantum dot displays such as Samsung’s latest QLED TVs which received ‘Real Quantum Dot Display’ certification TÜV Rheinland[1] meet global standards for quantum dot display structure, using quantum dots which are incredibly fine semiconductor particles to deliver better color accuracy, brightness, and viewing angles.
When properly implemented in displays, these remarkable particles produce a color gamut that closely matches colors perceived by the human eye, delivering uniform luminance and consistent color from any viewing angle while minimizing blue light exposure.
The quantum dot (QD) sheet used in its QD TVs has been verified to contain no cadmium by the global certification institute, Société Générale, a world-leading testing and certification body.
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At Samsung, for a display to truly qualify as an authentic QLED technology, it must meet specific requirements:
First, it requires a genuine quantum dot film. Samsung’s QLED TVs contain quantum dot sheet technology that stably controls these delicate particles and allows light made by quantum dots to spread uniformly throughout the screen. This enables our QLED TVs to emit brighter whites, deeper blacks, and an exceptional color range overall.
Second, it needs sufficient quantum dot content. Our QLED TVs contain a large amount of actual quantum dot material, exceeding the minimum threshold required to deliver meaningful performance benefits.
Third, it must be cadmium-free, enabling a safe viewing environment without harmful substances for consumers. Recognizing the environmental and health risks of cadmium, Samsung pioneered and succeeded in developing the world’s first commercially available cadmium-free quantum dot material in 2014[2]. Today, every Samsung QLED TV is certified cadmium-free by the Société Générale de Surveillance (SGS) and complies with the Restriction of Hazardous Substances (RoHS) directive, underscoring our ongoing commitment to environmental safety.
Going from feature laundry list to meaningful innovation
Picture quality is frequently a focus of discussions around display technology, and our research reveals that priorities are becoming more pronounced with SEAO consumers increasingly valuing innovations that provide the best quality and value, as well as how long their investments last.
This change in consumer thinking mirrors our own innovation philosophy at Samsung; rather than pursuing a feature list that looks impressive on paper, we’ve deliberately focused on meaningful innovations that address genuine consumer needs. We’ve also observed OLED and QLED buyers becoming more interested in durability as a key differentiator. This makes perfect sense, as they are investing in experiences they expect to enjoy for years.
Similarly, when we introduced Samsung Knox security architecture for our televisions, some questioned whether consumers would care about security features in their displays. We recognized early that as homes become increasingly connected, robust protection would become essential, and not just another box to check. Today, multi-layered protection now safeguards everything from one’s personal viewing data, to communication between the various smart devices in your home.
Our upcoming Vision AI technology represents this same commitment to meaningful innovation. Rather than developing AI features because the technology is available, we’ve designed Vision AI to transform televisions from passive viewing devices into interactive, intelligent partners that genuinely enhance the viewing experience. On-device AI optimizes picture and sound quality in real-time, while practical features like “AI Customization Mode”, which automatically detects the content genre and adjusts settings to suit user preferences, add utility that our consumers value. This is reflected in our 2024 survey highlighting smart features and functions as a key consideration for what consumers value the most when choosing a TV. Furthermore, by integrating with SmartThings, we are ensuring our TVs serve as true smart home hubs—not just screens with disconnected smart features. This integration transforms the humble TV from an isolated device into the centre of a cohesive ecosystem.
Vision AI isn’t about adding another bullet point to our marketing materials, but about technology that does more for the customer in ways that genuinely matter, rather than overwhelming them with features they’ll never use.
Our commitment to deliver an authentic viewing experience
As I look ahead to the next decade of display innovation, I’m convinced that quality and authenticity will matter more than ever, not just in terms of technical specifications, but also in delivering on the promises we make to consumers. We appreciate that Samsung is top of mind when they think of QLED technology, but we remain focused on delivering an authentic viewing experience that respects both consumer expectations and safety.
Ultimately, what happens behind the screen matters just as much as what you see on it. Though I am proud of our team’s efforts that have led us to maintain leadership in the global TV market, we continue to measure our success on whether the technology in your home delivers the experience you expect, safely and consistently, year after year.
To find out more, visit : https://www.samsung.com/my/tvs/
