By Woo Jae-yeon
LAS VEGAS, Jan. 3 (Yonhap) -- There were few big surprises and eye-popping innovations at Samsung Electronics' media events Tuesday, where its latest home gadgets were on full display ahead of the opening of CES 2023.
To be fair, the South Korean tech giant did upgrade existing home appliances with new features, aimed at making people's lives easier and smarter.
At the two events -- The First Look and Bespoke Private Showcase -- Samsung unveiled what kind of TVs and kitchen appliances it has in store for this year.
Samsung's new high-end TVs come with more enhanced connectivity and features that enable a personalized viewing experience, the company said, as part of efforts to push the boundaries of traditional TV.
Samsung said its new Neo QLED TVs are powered by the Neural Quantum Processor, which uses artificial intelligence and machine learning to improve image.
They are also fitted with an algorithm to apply real-time High Dynamic Range effects for the first time to show a more realistic image with more contrast, brightness and color than before.
The new Neo QLED TV supports Matter, a new industry standard for smart home platforms, apps and devices, meaning that users can easily connect third party devices to the Samsung TV.
"In 2023, we are pushing the boundaries of innovation to offer consumers more than just premium picture quality, but a holistic, premium device experience tailored to what they need and want out of their connected home," said Kim Cheol-gi, executive vice president of the Visual Display Business at Samsung.
Samsung presented an expanded lineup of Micro LED TVs from 50 inches to 140 inches, with five sizes in between. It also added a 77-inch OLED model to its OLED TV lineup. Samsung launched its first OLED TV last year in two sizes -- 55 and 65 inches.
The company also unveiled a new refrigerator with a 32-inch large screen -- nearly double the size of the previous models -- that serves as a communication and entertainment hub.
On the screen, users can monitor and control other connected home appliances, as well as watch entertainment programs.
Samsung said it planned to launch My Bespoke service, which enables users to design their own fridge panels, in the United States during the first quarter of this year. The company was reviewing whether to introduce it in South Korea.
Bespoke took up around 25 percent of all refrigerators sold in the U.S. last year and has been getting increasingly popular, the company said.
Meanwhile, Samsung expanded the use of its popular portable projector, The Freestyle. Now consumers can use two units of The Freestyle at the same time to watch content in a 21:9 configuration with no manual lining or adjusting.
The Freestyle, first unveiled at CES 2022, is a light, portable screen and entertainment device, especially aimed at Generation Z and millenials, with no separate screen required and the cradle rotating up to 180 degrees to enable users to see video anywhere from tables to ceilings.