The gateway to Samsung's lavish exhibit at CES 2026, which opened two days before the show's start for media only. (Photo by Media Play News staff)
Samsung Talks Up New Lineup of TVs in Gala Pre-CES Media Event in Las Vegas
January 5, 2026
LAS VEGAS — Two days before the official start of CES 2026 Samsung Electronics Co. stole the pre-show thunder Jan. 4 with its impressive, and immersive, “The First Look” media event at The Wynn Las Vegas.
The shindig was designed to underscore the Korean consumer electronics giant’s vision of integrating AI across its products and services — and, according to a press release, “positioning the company as a trusted partner that enhances and supports AI experiences throughout users’ daily lives.”
The event featured talks by key Samsung executives, including TM Roh, CEO and head of the Device eXperience division; SW Yong, president and head of the Visual Display business; and Cheolgi Kim, EVP and head of the Digital Appliance business.
Journalists also got a preview of the Samsung Exhibition Zone, a standalone exhibition hall at the Wynn that features a curated experience showcasing Samsung’s new products and technologies and AI integration plans. Under the theme of “Your Companion to AI Living,” the exhibition showcases how Samsung has applied AI technologies across all its product categories — including TVs, mobile devices, and home appliances — as well as the functions and services that connect them.
“We believe the best AI experience should blend in naturally into every day life,” Roh told journalists.
The bulk of the presentation was devoted to Samsung’s expansive lineup of AI-powered televisions, with Yong noting that the company has been the world’s No. 1 seller of TVs for more than 20 years. In that time, Yong noted that the company delivered more than 830 million TVs into worldwide homes.
Over those two decades, he noted, Samsung also amassed a series of firsts, introducing the first LED TV in 2009, the first smart TV in 2010, the first curved OLED TV in 2013, the first bendable UHD TV in 2014, the first modular Micro LED TV in 2018 and, this year, the first 130-inch Micro RGB TV — 15 inches bigger than the Micro RGB TV Samsung unveiled at last year’s CES.
“Now, it’s time for another transformation,” Yong said.
Micro RGB is a new display technology Samsung is using in its latest premium TVs — designed to deliver more accurate colors, higher brightness, and better contrast than traditional LED/LCD screens. It represents a step beyond typical Mini-LED backlighting by using tiny red, green, and blue LEDs as the light source instead of standard white or blue LEDs filtered into colors.
The new 130-inch Micro RGB TV — powered by Micro RGB AI Engine Pro, Micro RGB Color Booster Pro and Micro RGB HDR Pro — leverages AI to enhance dull tones and refine contrast, delivering vivid color and subtle detail across bright and dark scenes alike for realism and picture fidelity.
The display elevates picture performance with Micro RGB Precision Color 100, delivering 100% of the BT.2020 wide color gamut. Certified by the Verband der Elektrotechnik (VDE) for precise Micro RGB color reproduction, it produces finely controlled hues that appear true to life on screen. The 130-inch model also includes Samsung’s proprietary Glare Free technology, which minimizes reflections, further preserving clear color and contrast across a variety of lighting conditions for the best viewing experience.
The product supports HDR10+ Advance and Eclipsa Audio to provide an enhanced picture and sound quality, as well as Samsung’s enhanced Vision AI Companion, which uses AI technology to work alongside users as a full entertainment companion to enhance viewing, dining and mood, anywhere in the home. With it, users can receive guidance on what to watch, what to eat and what music to listen to.
Samsung also offers intuitive modes to personalize the viewing experience. For soccer fans, AI Soccer Mode Pro delivers AI-driven picture and sound tuning to stadium-level quality. AI Sound Controller Pro lets viewers raise or lower the volume of the crowd, commentary, or background music. Users can make verbal requests, and any TV equipped with VAC — which includes Micro LED, Micro RGB, OLED, Neo QLED, Mini LED and UHD TV models — contextually carries out those requests.
VAC also allows viewers of cooking shows to find recipes for meals they see on TV by simply asking and uses the most up-to-date information to make recommendations that align with health and fitness goals. VAC offers multi-device functionality, as well, sending recommended recipes directly to other devices like the newly-unveiled The Movingstyle, designed to move easily throughout the home and kitchen appliances.
Samsung also announced the global launch of The Freestyle+, an AI-powered portable projector designed to deliver a flexible and personalized entertainment experience across a wide range of spaces. The Freestyle+ builds on the original version of The Freestyle, while introducing smarter AI capabilities, improved brightness and expanded entertainment features.
At the core of The Freestyle+ is AI OptiScreen, a suite of AI-powered screen optimization technologies that automatically adjusts the picture to different spaces. 3D Auto Keystone automatically corrects distortion even when projecting onto uneven or non-flat surfaces, such as corners, curtains or angled walls. Real-time Focus continuously adjusts focus as the projector moves or rotates, helping maintain clear, stable images without blurring or visual noise. Screen Fit automatically adjusts the image to match the screen area when used with a compatible projector screen accessory. And Wall Calibration analyzes the color or pattern of the projection surface and minimizes visual distractions for clear viewing.
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