«Television always goes hand in hand with content. That's why 3D failed »

«Television always goes hand in hand with content. That's why 3D failed »

vice president of Consumer Electronics of Samsung Spain

   Samsung shares with IFA a key aspect: its eclectic spirit. The Asians play the vast majority of clubs that are treated at the most important fair of consumer electronics in Europe and, therefore, is a player to always bear in mind. "What we are pursuing in all our divisions is to redefine the user experience," says Raúl Martín, vice president of Consumer Electronics at Samsung Spain, present these days in Berlin, with whom we have talked about the strategy of the brand to follow with television sets.

A year ago we attended IFA at the landing of HDR televisions. In what state is this technology twelve months later?

   HDR, is a specification that greatly helps the image quality, which could be described as superb. And his arrival was great news. In terms of content, we also have good news. The television industry always goes hand in hand with the contents. That is the reason why 3D failed. However, with HDR Samsung is working with large global players such as Netflix, which already have content with this specification in Spain and announces new content for the remainder of the year.

With 4K and HDR we always talk about streaming platforms. Will there be a traditional channel that emits some day in these formats?

I do not question it. Soon, there will be an experience with test content with HDR content with two channels in Europe and sure to increase progressively. In 4K there are many examples of countries where there is abundant material and production in this format. However, in Spain, which is a good example when it comes to buying 4K TVs, we are a bit shorter when it comes to broadcasting in UHD via satellite or terrestrial.

What has to happen then to catch up?

Thanks to the internet and thanks to the part of Smart TV the speed of the arrival of the content will be greater. You no longer depend on local actors, but you can access US, European suppliers The speed of introduction of the SUHD product is important. There are weeks that in Spain there are sales peaks of up to 40% with this technology. And for us there is great data. One in two SUHD TVs sold in Spain is Samsung.

The market seems to have been divided into Quantum Dot SUHD and OLED, for which you do not bet at the moment. What is the reason?

There are two technologies face to face. Quantum Dot SUHD versus OLED. Quantum Dot has less antiquity than OLED. It is based on a technology of nanoparticles that can reach up to a thousand nits of screen brightness. We believe that OLED is a good technology for mobile phones but not for televisions. OLED technology has great virtues, but also big flaws. The durability of the product, as it is an organic material. And the difficulty to capacity a maximum brightness.

From what size is it worth buying an SUHD TV?

With SUHD, from 49 inches, you appreciate a big difference. It is conditioned by the viewing point and the distance with the screen. Other technologies are based on 55 or 65 inches, while we can offer this image quality up to 49 inches.

What do you like more: curved or flat TVs?

It depends on the inch. The experience of a curved TV is superb from 65 inches and very interesting at 45 inches. Starting at 65 inches, 50% of the screens are curved. But there are always consumers who prefer a flat one.

What point of realism has been achieved in the quality of image that we see in these televisions?

It is the great mystery for the consumer. We believe that our technology will mark the next generation of television because we can really reflect the colors, as well as the contrast and brightness. In this way, we will be able to bring the most faithful images to the consumer.

And in ten years, what awaits us?

The road is good but there is still work to get to what the viewer wants: home theater quality.