Samsung Expands TV Art Experience Beyond the Louvre and Prado to Vienna
IT DAILY ·
✦ AI Summary
Samsung Electronics is pursuing a strategy to expand TVs for art appreciation.
On the 18th, 43 representative works from the Kunsthistorisches Museum Vienna are set to be made available on Samsung Art Store.
Samsung Art Store offers more than 5,000 works, including content from the Louvre, the Prado, and the Kunsthistorisches Museum Vienna.
Samsung Electronics is pursuing a strategy to broaden the use of TV screens, turning them into not just devices for watching video but also digital museums and a "living room museum." The company is shifting the focus of TV competition beyond picture quality and size to securing content from major museums around the world.
The strategy reflects an intention to offer a new user experience even when the product is not in use. Samsung Electronics said on the 18th that it plans to make 43 flagship works from the Kunsthistorisches Museum Vienna available on Samsung TV's dedicated art subscription service, "Samsung Art Store."
As a result of this partnership, works from the Kunsthistorisches Museum Vienna will be added to Samsung Art Store. Existing museum partners include the Louvre Museum in Paris, France, and the Prado Museum in Madrid, Spain.
Samsung Art Store is expanding a content ecosystem that lets users view works from world-class museums on a single TV platform. Through this service, Pieter Bruegel the Elder's "The Tower of Babel" can also be viewed on Samsung Art Store.
Newly available works include Pieter Bruegel the Elder's "The Tower of Babel," Johannes Vermeer's "The Art of Painting," and Gustav Klimt's "Nuda Veritas." The lineup also includes Venetian and Viennese landscape paintings by Canaletto and Bernardo Bellotto.
The available works also include Giuseppe Arcimboldo's "Summer." Works by Rubens, Velázquez, and Caravaggio are also being offered.
Works by Titian, Rembrandt, and Raphael are also included in the available lineup. Samsung Electronics is continuing to expand the competitiveness of its TV content through partnerships with major museums around the world.
TV makers have traditionally competed on display performance such as resolution, brightness, contrast ratio, and screen size. That has been presented as the existing axis of competition in the TV market.
Hardware performance in premium TVs is converging upward. As a result, content and services are becoming more important as factors consumers feel after purchasing the product.
Samsung Art Store is presented as an example of this strategy, a service that expands the TV's role from a viewing device to one for art appreciation and increases its utility. By making use of time when the TV is not being used, displaying artwork, and extending TV functions to enable use as a digital frame, it aims to expand both TV usage time and TV roles.
Samsung Electronics is expanding its content partners to support this effort. The Louvre, the Prado, and the Kunsthistorisches Museum Vienna are included, and behind the expansion of content partners is the accumulation of content assets for the Art Store.
The targets being secured are individual works and content held by well-known museums. Samsung Electronics is continuously securing content through an operating method that keeps adding works, and through this it aims to turn the Art Store into content assets exclusive to Samsung TVs.
Samsung Art Store currently offers more than 5,000 works and aims to build a subscription-based content platform beyond merely displaying artworks. The range of supported products is also expanding, and available models include the OLED SH95, The Frame, The Frame Pro, Micro RGB, and Neo QLED, all released this year.
Samsung Electronics is expanding the role of art content. The company is broadening an element that had remained confined to certain lifestyle TV features into a differentiating factor across premium TVs.
Relatedly, Samsung Art Store offers access to works from the Kunsthistorisches Museum Vienna in Austria. Through this, Samsung Electronics is expanding the scope of art content applications.
The expansion of art content is not limited to providing works for viewing; it is also a means of showcasing Samsung Electronics' display technology. Samsung Electronics combined high-resolution artwork images provided by the Kunsthistorisches Museum Vienna with its own anti-reflection technology.
This anti-reflection technology applies a special coating to the screen surface to disperse light from multiple angles and in multiple directions. This reduces reflections around the screen even in spaces with bright sunlight or with indoor lights turned on.
The application of this technology also aligns with environments in which a living room TV is installed as an art piece. Such living room TV installation environments are exposed to ambient light for long periods.
Samsung Electronics is linking the expansion of art content to creating viewing environments comparable to actual exhibitions. The combination of images from the Kunsthistorisches Museum Vienna and anti-reflection display technology shows the importance of reducing reflections in such installation settings.
Samsung Electronics is presenting the combination of content and display as a way to build competitiveness. The goal is not merely to secure digital images of famous works, but to use the combination of secured content and its own display technology to make the TV viewing experience itself a product differentiation strategy.
The significance of this approach lies in diversifying the revenue structure of the TV business. If the traditional TV maker business model centered on product sales, expanding subscription services like Art Store makes it possible to maintain ongoing contact with consumers even after hardware sales.
Jonathan Fine, chief curator and managing director of the Kunsthistorisches Museum Vienna Consortium, said that the museum's world-class collection can be shared with audiences around the world through Samsung Art Store. He said he expects improved access to art because more people can appreciate masterpieces without location constraints. He also said he hopes viewing on screens will lead to actual museum visits.
Dario Casari, head of Samsung Electronics' Austria and Switzerland operations, said while explaining the significance of the partnership that the company plans to connect Vienna's historic world cultural heritage with Samsung's innovative display technology and deliver it to audiences around the world.
Source: IT DAILY · Lee Jae-young
Original: https://www.itdaily.kr/news/articleView.html?idxno=241046
References
This article was produced with the help of an automated content generation algorithm.
Source: IT DAILY
View originalThis article was summarized and organized by BizCrush based on the original article from IT DAILY. For exact quotations and full details, please refer to the original article.