Samsung Electronics has introduced its 2026 home theater product lineup, aiming to solidify its position as a leading TV manufacturer in response to increasingly fierce market competition and what it calls the "giant-screen TV" market trend. In a statement released on Sunday, the company revealed that its latest LCD 4K televisions utilize a new display backlight technology capable of producing richer colors than previous models. Samsung will also launch its next generation of premium OLED TVs, continuing to erode LG Electronics' global leadership in this segment. OLED televisions offer deeper blacks and superior contrast compared to LCD TVs. Some of Samsung's new models exceed the standard sizes of the past, with certain variants reaching or surpassing 100 inches. "Extra-large screen TVs remain the fastest-growing segment of the television market, expected to double in size by 2026," the company informed journalists ahead of last month's launch event. Samsung unveiled its product portfolio at the CES consumer electronics show in Las Vegas. This week, most major TV manufacturers will also showcase their next-generation products at CES. The Korean company had already previewed part of its CES lineup at the end of last month, which included new Wi-Fi speakers with bold designs aimed at competing more directly with Sonos. At CES, Samsung is heavily promoting a technology called Micro RGB, which is poised to become a major trend. This technology redesigns the backlight system of LCD TVs to improve color accuracy. "Traditional LCD TVs rely on white or blue backlighting, which limits color purity and realism," Samsung stated during a media briefing. The company added, "Samsung's Micro RGB employs a completely new structure that uses smaller, independent red, green, and blue backlights." Samsung claims this enhancement significantly improves color reproduction. In September, Samsung launched a 115-inch Micro RGB TV, but its $30,000 price tag places it far beyond the budget of most consumers. The company plans to implement this display technology in smaller TVs by 2026, spanning sizes from 55 inches to 130 inches—though pricing has not yet been announced. However, all these televisions are expected to be considerably more expensive than Samsung's more mainstream OLED TVs and its "Neo QLED" series that use traditional Mini LED backlighting. For many home cinema enthusiasts, OLED TVs remain unmatched in black level performance and contrast because each pixel can be turned off individually when displaying dark scenes. After years of focusing on LCD TVs, Samsung re-entered the OLED market in 2022—a move that intensified competition with LG, the long-standing leader in the OLED space. Samsung has sought to differentiate itself from its Korean rival with what it calls "anti-glare" displays. These screens significantly reduce reflections, while the "Quantum Dot" OLED panels produced by Samsung Display ensure vibrant, saturated colors even at peak brightness. For 2026, Samsung has made subtle aesthetic changes to the design of its latest flagship OLED TV, the S95H OLED. Furthermore, Samsung states that brightness has been increased by another 35% compared to the previous generation. Brightness has been a recent focus for TV manufacturers; just a few years ago, high-end OLED TVs often weren't bright enough for use in sunlit rooms. Meanwhile, Samsung says the entry-level S90H series also features a low-glare screen with a 15% boost in brightness. Artificial intelligence will continue to play a key role in Samsung-branded TVs: like last year's models, the new TVs will be compatible with various AI assistants. These assistants can help users find content they want to watch, summarize previous episodes of shows, plan weekend trips, or answer a wide range of questions. This includes Samsung's own Bixby assistant, as well as similar products from Microsoft and Perplexity AI. Samsung is also expanding software features to allow for automatic adjustment of picture and sound settings without needing to navigate complex menus. For instance, a new AI Sound Controller tool will let users independently adjust the volume of dialogue, music, or sound effects on this year's new TVs. Samsung also announced some refinements to its art-style, wall-mounted The Frame TV and the premium The Frame Pro model that debuted at last year's CES. Despite facing growing competition from rivals including LG, these products have not received significant image quality upgrades this year. Instead of a new model, Samsung has substantially upgraded the size options for The Frame, introducing a new 98-inch version. The HDMI inputs and other hardware for the standard The Frame will now be integrated directly into the television set. Previously, Samsung required an accessory called the One Connect Box to hide these cables, with only a single thin wire connecting to the screen.