LAS VEGAS, Jan. 6, 2011—Today, at the International Consumer Electronics Show, Samsung Electronics Co., Ltd., heralded a new era of digital technology, driven by the philosophy that companies must look to human nature to inspire technologies more uniquely fitted to the human experience.

Samsung Visual Display President Boo-Keun Yoon dubbed this philosophy “Human Digitalism” in an original keynote event, which was designed to echo the completely immersive entertainment experience Samsung seeks to create through its award-winning 2011 home theater ecosystem lineup. As part of the hour-long performance, Mr. Yoon introduced new TV designs, new 3D TV features, and unique Smart TV partnerships with Adobe, Comcast, DreamWorks Animation, Hulu and Time Warner Cable.

“The next step in the evolution of consumer electronics is to place human life at the center of the creative process,” Mr. Yoon said. “For Samsung, this means giving people access to entertainment experiences that complement rather than disrupt the way we live. We aimed to celebrate the curiosity, connection and exuberance of human nature throughout our keynote event.”

President Yoon was joined on stage by a host of performers, including an 11-year-old boy named “Zoll,” who was born in the year 2000 and watched as technology evolved throughout his life. As the voice of 2011, “Zoll” personified a new generation of consumers that increasingly demand access to the content they want, when they want it, and on the screen or device of their choosing. Against a backdrop of stunning LED lighting and dramatic set changes, President Yoon and his guests brought to life four principles—dubbed the “Four As” of Access, Align, Amaze and Act—that will guide Samsung through the coming era of smart TV.

The keynote also featured guest appearances by President Yoon; Comcast Chairman and CEO Brian Roberts; Time Warner Cable Chairman and CEO Glenn Britt; Hulu CEO Jason Kilar; Adobe President and CEO Shantanu Narayen; and DreamWorks Animation CEO Jeffrey Katzenberg.

Access: Simple, Intuitive Access to High-Quality Content
During the keynote, Yoon described how Samsung’s cloud-based platform is breaking down the walls between devices—such as smart TVs, smartphones, tablets, PCs, camcorders and cameras—and revealed new ways to access entertainment and information services through Samsung’s Internet-enabled products. “Samsung’s role in the smart TV ecosystem is to offer consumers more choice and more control,” Yoon said. “Our networked products and pioneering content partnerships will help us provide these benefits.”

Among the announcements were new or expanded partnerships with Comcast and Time Warner Cable to bring streaming video-on-demand (VOD) services to Samsung Smart TV customers via the Samsung Apps storefront. Comcast’s Xfinity TV Application and a new VOD service from Time Warner Cable allow users to browse and view TV listings, VOD content, online video and DVR recordings on a Samsung smart TV or Samsung Galaxy Tab, and to switch from one screen to another without missing a beat. Samsung and Time Warner Cable also announced a partnership to deliver these enhanced content and navigation options across multiple smart TV screens, without the need for an additional set-top box.

Also during the Samsung keynote address, Hulu CEO Jason Kilar announced for the first time that Hulu is working to bring the Hulu Plus subscription service to select Android phones (running Android OS 2.2). Hulu provided the audience a sneak peek to the new Hulu Plus Android app, which will give consumers exclusive access to full seasons of popular, current TV shows like Glee, Modern Family, The Office, and House, from ABC, Fox, NBC, and more for only $7.99 per month. Hulu Plus subscribers can already watch shows instantly via Samsung connected TVs and Blu-ray players and, in the coming months, on Android smartphones as well.

The partnership with Adobe will open up new opportunities for more than three million Flash developers worldwide and deliver content and applications for entertainment, information services, social networking, gaming and more. Samsung announced that it is the first television manufacturer to support Adobe® AIR® 2.5 for TV, which allows developers to leverage existing code and familiar tools to create and extend applications across Samsung smartphones, tablets and smart TVs. Samsung is also bringing Adobe Flash® Player 10.1 to its smart TV browser, allowing consumers to access millions of sites with rich, Flash based videos, games and other multimedia content.

When combined with the most intuitive user interface on the market, these partnerships will create a more seamless entertainment experience across Samsung’s Smart TV ecosystem. More information about Samsung’s partnership announcements is available at the Samsung CES microsite:

Align: Products That Blend Seamlessly into Consumers’ Lifestyles
Yoon introduced a new design concept, called “One Design,” centered on the notion that smart TVs should blend seamlessly into their surroundings and more naturally accommodate consumers’ preferences for interacting with their TVs.

“One of the greatest misconceptions people have about smart TV is that it is a PC on a bigger screen,” Yoon said. “But smart TV is still above all a TV, and it needs to give consumers a “lean-back experience” without any hassle and inconvenient keyboards. By letting people easily and comfortably control their smart TVs, Samsung is going to put TV back at the center of consumers’ entertainment experiences.”

This concept was brought to life through the introduction of several new design elements, including innovative, super narrow TV bezels on select products in the 2011 TV lineup that give consumers a larger viewing screen without increasing the size of the TV. This new design concept gives consumers a total immersive viewing experience by allowing the bezel to become almost invisible. Additionally, Samsung demonstrated a new, more intuitive smart TV user interface that is accessible through Samsung’s Galaxy line of smartphones. Among other upgrades, the updated UI features an easy-to-use SearchAll function that can find content across live TV, apps, websites and any devices connected through the Samsung AllShare feature, such as a PC, camcorder, tablet or cell phone.

Amaze: A New Dimension of Enjoyment Through Completely Immersive Viewing Experiences
Outlining Samsung’s belief that consumers crave more realistic and immersive viewing experiences, Yoon announced a number of new content options and innovations for 3D TV, including new 3D innovations for Samsung Smart TVs.

Under a newly expanded strategic alliance, Samsung and DreamWorks have agreed to explore ways to collaborate on the research and development of future technologies related to 3D TV and Smart TV. The two companies also plan to explore a new streaming 2D & 3D VOD service that would make DreamWorks Animation content available for download via the Samsung Apps store beginning in 2011. Further, consumers who purchase a new Samsung 3D TV will gain exclusive access to two of DreamWorks Animation’s new 3D Blu-ray titles, including Megamind, which will be made available in 2011.

Yoon said, “Like Smart TV, content is a key factor for enjoying 3D TV, and we are working hard to secure a wide selection of high-quality 3D content for our customers. By partnering with leading 3D content creators like DreamWorks Animation, we are enabling a complete 3D ecosystem.”

Other new elements in the 3D ecosystem include Samsung’s innovative new 3D audio technology, which takes consumers even deeper into the viewing experience by simulating the height and depth of the audio track. 3D Sound uses technology that can distinguish between sounds that are in the foreground and background of a movie or TV show and then creates an immersive, life-like audio experience. Yoon also noted Samsung’s new 3D TVs and 3D Blu-ray disc players, and announced plans to offer devices like 3D cameras and camcorders that let consumers create their own 3D content. Additionally, Samsung introduced new prescription 3D glasses, designed by Silhouette to be lightweight and stylish to better fit consumers’ viewing preferences. On stage, Katzenberg helped Yoon demonstrate how the glasses could charge wirelessly, eliminating yet another cable from consumers’ living rooms.

Act: Commitment to a Healthy Planet
Through its “Planet First” initiative, which has been recognized for substantially reducing energy usage in consumer electronics, Samsung is honoring its commitment to putting human life at the center of everything the company does. Said Yoon, “Samsung is not only developing breakthrough technologies, but also taking care of the planet wherever we can. This is at the heart of human digitalism.”

Yoon explained how using Samsung products is an eco-friendly act. For example, Samsung’s 2011 LED TVs use up to 40 percent less energy than LCD TVs. Additionally, Samsung was listed number one among global IT companies for Carbon Disclosure Leadership in the Dow Jones Sustainability Index, and for the past two years has received the Energy Star label from the U.S. Environmental Protection Agency and the U.S. Department of Energy. Most recently, Samsung received the CES Eco-Design and Sustainable Technology Innovation Award.

Yoon also described how Samsung is creating a greener future by actively seeking out greener energy sources like solar power to replace gas and petroleum. By 2020 the company will have invested $23 billion on green initiatives.

About Samsung Electronics Co., Ltd.
Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2009 consolidated sales of US$116.8 billion. Employing approximately 174,000 people in 193 offices across 66 countries, the company consists of eight independently operated business units: Visual Display, Mobile Communications, Telecommunication Systems, Digital Appliances, IT Solutions, Digital Imaging, Semiconductor and LCD. Recognized as one of the fastest growing global brands, Samsung Electronics is a leading producer of digital TVs, memory chips, mobile phones and TFT-LCDs. For more information, please visit
Source: Samsung
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