Pune: Innovating on the basis of a research conducted on consumers’ habits of television consumption, Samsung has launched a new television ‘The Frame’, which can be converted into an art piece when not in use. 

Announcing the launch, General Manager, Samsung India, Piyush Kunnapallil said, “Following the survey, we tried to innovate to make television a product that is relevant for 24 hours instead of just three to four hours. After two years of collaboration between the company and Swiss designer Yves Behar, we developed The Frame,” he said.

He said that using the remote, the television can be converted into a work of art. “When the television is not in use, it will hang on the wall like a painting instead of a blank screen in standby mode. With the motion and brightness sensors, the Frame will detect movement in the room and become a painting. Through the brightness sensor, the picture quality of the painting will be adjusted to give it an original feel,” he said. 

Kunnapallil further added that Samsung has also added an option of Art on Demand with various collections to suit the need of the user.

“Hundred pre-embedded artworks from 37 artists from across the world are available in the Samsung Collection. Users can customise the artwork by uploading photographs from the phone or through USB and there is also an option of Art Store through which users can access global works of art on a monthly subscription,” he said. 

According to him, the company has also focused on the designed and ensured a no gap wall mount with a near invisible wire connection to reduce the clutter of wires on the wall. “Apart from that, the television features the latest technology with UHD, HDR and Smart TV. The power consumption of the television even in the art mode will be negligible, matching that of a set-top box on standby mode.” 

The Frame will be available in two sizes, 55 inches and 65 inches, at a cost of Rs 2,74,900 and Rs 3,99,000 respectively.