Samsung Electronics Co. said Sunday it will follow a "two-track" business strategy encompassing both QLED and microLED displays amid the increasing demand for large-sized TVs.

Citing data compiled by industry tracker IHS Markit, Samsung said TVs sized 75 inches and larger will account for 5 percent of the combined market this year in terms of revenue, which translates into a 80 percent growth on-year.

"TVs sized around 50 inches, which were considered large in the past, are now considered average," the company said. Samsung said in terms of the South Korean market, the sales of 60-inch level models are projected to beat those of 50-inch products in 2018.

The company also said it accounted for 51 percent of the world's market for TVs sized 75 inches and larger last year, claiming that its presence continued to expand this year, taking up 58 percent of the segment in the January-May period.

Samsung added it is taking up more than 90 percent of the South Korean market for TVs sized 75 inches and larger.

"Based on the advantages of the quantum dot technology, we plan to release various models, including 75, 82, and 88 inches, and expand our presence in the ultra-large TV market," the company said. "We will solidify our leadership in the premium market by bolstering our two-track strategy encompassing QLED TVs and micro LED displays."

Samsung, which has been promoting QLED TVs in contrast to LG Electronics Inc.'s OLED TVs, said it has been making progress in the field of microLED displays. The company showcased 146-inch microLED display, dubbed The Wall, at the Consumer Electronics Show in Law Vegas in January.

MicroLED TVs are modular, with screens built of conjoined smaller panels. Unlike LCD and OLED displays, MicroLED displays don't need bulky backlights and to rely on color filters as they use elements which can emit core base colors such as red, green and blue lights.

"The MicroLED screen excels in durability and effectiveness, including luminous efficiency, the light source lifetime and power consumption, setting the standard for future screen technology," Samsung said earlier when showcasing The Wall.

Samsung said users can also customize the size and ratio of screens through the module-based and bezel-less design.

The company said it is currently operating a microLED research lab at its Suwon-based headquarters, with its TV manufacturing facilities in Vietnam also making preparations for full-fledged production.

The Frame

Samsung also on Sunday introduced the new edition of "The Frame," a premium TV which comes with stylish frame-like design to display artwork or photos when not in use.

The South Korean tech giant said The Frame stands out from other premium TVs as its "Art Mode" allows for use both as an entertainment device and for purposes of decoration.

"The Frame is not just a TV, but a product which redefined the role of TV by also working as a platform for artworks," Samsung Electronics said, claiming the product will contribute to helping users to enjoy art more conveniently in daily lives.

Samsung said it joined ties with The New York Times Archives, Victoria and Albert Museum, and YellowKorner to provide users with more diverse contents through The Frame.

The latest edition of The Frame comes took a step further in terms of Art Mode, with updates that include automatically changing artworks displayed on pre-set cycles, or recommending pictures depending on season and theme.

The Frame also supports the High Dynamic Range (HDR) 10+ standard, and provides users with other convenient features through Samsung's voice-recognition system, Bixby.

The magic cable system also combines different connecting lines used by TVs into one, giving more leeway to users in terms of installation.

Adding to the existing walnut, beige, and white colors, the new edition of The Frame also comes in black, the company added. The new edition of The Frame, which went on sale in the United States and Europe earlier this month, will officially hit shelves in South Korea in mid-August.

Samsung also plans to release new high-end TVs for households using its latest MicroLED technology next year.

The new product will be the general consumer variant of its The Wall MicroLED display for business clients that debuted in January.

Han Jong-hee, who heads Samsung's video and display business, said the new TV model will be named The Wall Luxury and will be only 30 millimeters thick, compared to the 80 mm enterprise version.

"The price will not be as high as people think," Han said, adding the price will likely fall once mass production begins.

Fight with LG over creen burn-in

Meanwhile, Korean tech giants Samsung Electronics and LG Electronics are in fierce competition and the latest thing they are quarreling over is a screen burn-in issue.

Screen burn-in happens when a persistent part of an image remains as a background no matter what else is on the screen. Screen burn-in can be seen on smartphone screens or TV screens when phone navigation buttons or channel logos are displayed for an extended period.

Samsung sells a metallic quantum dot-based light-emitting diode (QLED) TV. It is similar to conventional LCD TVs that use backlights, but the quantum dots are known to create brighter and more vivid colors with more power efficiency.

Kwon Bong-seok, head of Home Entertainment unit at LG Electronics
Samsung claimed that the organic light-emitting diode (OLED) panel, which LG and other TV makers are adopting for their screens, is not suitable for TVs as it may have screen burn-in issues.

The OLED display has been received well for delivering outstanding picture quality, but it also has its disadvantages as it is vulnerable to screen burn-in.

Samsung said OLED TVs have had the burn-in issue as panels are made of organic material. While Samsung makes OLED screens for small devices such as smartphones, the company didn't develop a large OLED TV as it couldn't solve the problem that organic compounds fade over time when they are left turned on brightly.

"OLED displays are suitable for smartphone screens, which have shorter life expectancies, but they are not suitable for devices like TVs as durability is crucial," a Samsung official said.

Samsung said the source of QLED TVs' durability lies in its use of inorganic quantum dot materials. "Unlike display technologies based on organic materials, quantum dots do not degrade over time. This allows QLED TVs to offer exceptional picture quality that not only lasts much longer than other displays, but is guaranteed to be burn-in free," Samsung said.

Samsung has claimed its QLED TVs are free from the potential screen burn-in issues, stating that its products feature the most durable displays on the market.

LG is apparently not happy with Samsung over the burn-in problem, saying the OLED TV may induce the screen burn-in problem when used in severe conditions.

"The screen burn-in issue of an OLED TV rarely happens to home users. The burn-in issue may happen when a TV is on for 24 hours," an LG official said, adding that home users don't experience that kind of issue.

Samsung said it doesn't have any imminent plans to commercialize TVs with OLED displays.