Entertainment Systems
Samsung The Frame

Samsung wants to ‘redefine the role of the TV’ with March 2 launch event

Invitations have arrived for an online event called Unbox & Discover

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Samsung has already unveiled a range of new televisions for 2021, but now promises to take things a step further with an online launch event on March 2.

Coming just weeks after its 2021 TV range was introduced at the all-digital CES 2021 tech show, Samsung now promises to share a vision for how it believes it will "redefine the role of the TV". The company says it will do this with "cutting-edge technologies, beautiful design and impactful partnerships."

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The event is scheduled to begin at 10am EST on March 2 at samsung.com and on YouTube. An invitation this week called the event "Unbox & Discover" and included an animated television box, along with the message: "Unbox new screens inspired by you."

Many GearBrain readers will be familiar with Samsung's Unpacked events, which take place a couple of times each year and are where the company reveals its new smartphones, smartwatches and associated products. Samsung normally announces new televisions at the CES technology show in January, as it did in 2021, and hasn't yet dedicated a launch to televisions outside of CES.

Samsung 2021 TV event invitationSamsung's TV event will take place online on March 2Samsung

That makes the March 2 event a big deal, and while we don't yet know what to expect, the mention of "beautiful design" suggests we will see televisions similar to Samsung's Serif and The Frame TVs. Samsung also suggests how the new products will reflect the past year, which it says saw consumer viewing habits change exponentially.

Samsung has been a leader in the TV industry for years now, with its latest televisions adopting mini LED technology to improve their backlighting performance. The company is also investing in a technology called micro LED, where the display is made up of incredibly small LED bulbs to provide even greater lighting performance and offering an alternative to the OLED technology used by rivals like LG. Away from these more traditionally-designed televisions, Samsung's Serif and Frame TVs offer design-first consumers a TV that looks different to any other.

While CES was all about mini LED and micro LED, we suspect the March 2 event will focus more on the design and functionality of televisions, rather than cutting-edge display and backlighting technology.

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