Samsung's stylish The Serif TV could launch in India next week

Samsung's The Serif range of smart TVs is said to be launching in India next week. The Serif will be available in three sizes with 50, 55, and 65-inch diagonals, and prices will reportedly start at INR 74,990 ($993) for the 50-inch variant. The 55 and 65-inch models are expected to go on sale for INR 84,990 ($1,125) and INR 139,990 ($1,854), respectively.

Similar to The Frame, which was also released in India last week, The Serif was designed to blend in with its surroundings. The name itself gives away the TV's exterior design, as it looks precisely like the serifed letter ‘I' when viewed from the side. The Serif was designed by French furniture designers Ronan and Erwan Bouroullec to have a timeless look, and Ambient Mode+ contributes further to the TV blending in with the environment. Instead of the screen going blank when the TV is turned off, Ambient Mode+ allows The Serif's screen to mimic the wall behind, or it can display news and weather information.

Great specs and an Eco package that doubles as furniture

Spec-wise, The Serif has a QLED 4K display that can produce 100% Color Volume in the DCI-P3 color space, and it benefits from 4K AI upscaling. Adaptive Picture automatically adjusts the screen's brightness and contrast, and Active Voice Amplifier boosts volume and clarity in real time to compensate for environmental noises. The Serif also has an NFC chip for easy smartphone pairing and screen mirroring. It's also compatible with AirPlay 2 and has built-in virtual assistants including Alexa, Google Assistant, and Bixby.

Like The Sero and The Frame, Samsung's The Serif ships in an eco-friendly cardboard packaging that can be repurposed into a piece of furniture such as a TV console, a magazine rack, a coffee table, or even a pet house.

Mihai Matei - Senior Editor

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First Samsung device: SGH-A800

Mihai is a blogger and column writer at SamMobile. His first Samsung phone was an A800 which took a lot of beating, and a part of him still misses the novelty of the clamshell design. In his free time, he enjoys watching shows, documentaries, and stand-up comedy; listening to music, taking walks, and occasionally playing old(er) video games.

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