Is that a painting or a television? Samsung launches The Frame TV in New Zealand

Samsung Electronics New Zealand has announced the launch of a new lifestyle TV, The Frame.

Awarded 'Best of Innovation' at CES 2017 in Las Vegas and recently showcased at the Louvre in Paris, The Frame introduces a new way to experience visual art and TV content through a framed television panel that hangs on a wall.

The Frame transforms when switched away from TV viewing into an art and design experience.

Instead of fading to black like most TVs, the panel becomes a work of art, displaying content from a range of custom-designed digital art pieces or the user's own content.

When in 'Art Mode', The Frame has a brightness sensor that allows the content being displayed on-screen to adjust to the natural levels of light that are in the room, so it closely resembles a piece of framed art.

Jens Anders, Samsung NZ sales director says, "For New Zealanders, the TV is a central part of many homes, and it must match seamlessly with their lifestyle, tastes and existing home design.

"Technology should enhance our daily lives, without being obtrusive.

"The beauty of The Frame is that it blends into your existing interior décor when it isn't being used, unlike a conventional TV.

The Frame is also equipped with a motion sensor that is designed to automatically turn the screen off to save power when you leave the room, and turn back on when you return.

The Frame includes access to 100 pieces of art, curated by 37 international artists and designers.

Each artwork has been commissioned by Samsung Electronics to feature on The Frame.

Owners can choose art from a range of genres including, landscape, architecture, wildlife, action, drawing and more.

The Frame can also showcase personal content, including photos, using a customisable layout, which can be controlled via an app on the owner's mobile device.

Users can connect The Frame to compatible devices with the One Remote Control, including set-top boxes, game consoles, and UHD Blu-ray players.

The Smart Hub offers quick and easy access to popular content streaming apps, such as Netflix, Stan and YouTube.

Samsung has a goal to shape the future with transformative ideas and technologies.

The company is one of the leading manufacturers of TVs, smartphones, wearable devices, tablets, digital appliances, network systems, system LSI and LED solutions.