With today's announcement of Samsung's QLED range, you may be looking for a quick explainer of what the "Q" in QLED is all about.
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The role of the TV is changing, so Samsung are changing too. 2018 is all about those sleek, sleek designs.
"In the past, it's been like a tech beauty pagent," Eena Kim, Creative Director of Samsung's Visual Display team told me this morning at the launch in New York.
"It's all about who has the best colours, the best specs, the best picture - but we have forgotten who we are speaking to - who we are designing for."