Samsung Unveils 2024 OLED TV Range to Challenge LG

Samsung is intensifying its competition with LG in the OLED TV market with its 2024 lineup, showcasing a strategic push towards OLED technology. The range comprises three distinct series: the premium S95Ds, the mid-tier S90Ds, and the new entry-level S85Ds. Samsung’s adoption of Quantum Dot OLED panels across its flagship S95D series marks a significant shift, with screen sizes available in 55, 65, and 77 inches. While specific pricing details are not yet fully available, European pricing for the S95Ds is set at €2799 for the 55-inch model, €3699 for the 65-inch model, and €5199 for the 77-inch model, translating approximately to £2399/$2599, £3169/$4,000, and £4449/$5642 respectively.

Noteworthy advancements in the S95Ds include the introduction of a robust anti-glare filter, aimed at reducing ambient room reflections. This filter significantly enhances the viewing experience, even in bright room conditions, although it may lead to slightly raised black levels and a hint of blooming around bright image areas. The S95Ds also boast a substantial brightness boost over their predecessors, with Samsung Electronics suggesting an increase of around 20% over last year’s models, potentially peaking at 1700 nits. This boost, coupled with the new HDR OLED Pro feature, promises enhanced contrast and brightness management through AI-driven analysis and power redistribution across the screen.

The NQ4 AI Gen 2 processor in the S95Ds utilizes deep learning from 20 AI neural networks to optimize picture quality, focusing on noise reduction, detail enhancement, edge refinement, and texture clarity. Additionally, a new AI Auto Game mode can detect the genre of the game being played and adjust the picture and sound settings accordingly. Samsung’s Tizen-based smart system has also received upgrades, with a new ‘For You’ tab offering personalized content recommendations based on viewing habits. The addition of an App Launcher shelf provides easy access to all apps in a single scrollable shelf.

The S90Ds, positioned as a mid-range offering, will be available in a wide array of sizes, including 55, 65, 77, and 83 inches, with additional 48 and 42-inch options (excluding the 42-inch model in Europe or the UK). Notably, only the 55, 65, and 77-inch models will feature Quantum Dot OLED panels, while the rest will utilize WRGB OLED technology. The S90Ds see a reduction in brightness compared to the S95Ds, with a shift to ‘HDR OLED+’ technology, promising a peak brightness of around 1300-1400 nits. The design of the S90Ds resembles last year’s S90C, featuring an ultra-thin rear for the top half of the screen and a more substantial bottom half to accommodate speakers, processing, and connections.

The S85Ds, considered the entry-level range, will offer screen sizes of 55, 65, and 77 inches. While specific pricing and panel details are yet to be confirmed, it is likely that the S85Ds will feature WRGB panels, sourced from LG Display. The series is expected to see a further drop in brightness and contrast compared to the S90Ds, given the apparent switch to WRGB panels.

Overall, Samsung’s 2024 OLED range represents a significant step forward in OLED technology, with the company aiming to capture a larger share of the OLED TV market. The new lineup promises a range of features and improvements designed to enhance the viewing experience across all price points, from the premium S95Ds to the entry-level S85Ds.