Ahead of the 2026 summer football tournament, Samsung Electronics revealed its newest television models coming to the Hungarian market at an exclusive press event. The company, active at the forefront of the TV industry for two decades, emphasized AI features across the entire lineup aimed at improving the fan viewing experience and supporting shared watching moments.
Highlighted models and technologies
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Micro RGB (R95H and R85H): flagship premium models available from 55 to 115 inches. These sets use individually controlled red, green and blue micro-LEDs and carry a VDE certification confirming 100% BT.2020 color gamut coverage. Samsung’s anti-reflection coating is applied to reduce visual disturbance from external light.
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Micro RGB AI Engine Pro: the processing engine that optimizes scenes with AI-based functions such as AI Upscaling Pro, Micro RGB Color Booster Pro and Micro RGB HDR Pro to refine motion, color and contrast.
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OLED (S95H, S90H, S85H): the OLED family focuses on deep blacks and high contrast. The S95H flagship holds a Pantone Validated ArtfulColor certification and the anti-reflection technology has been extended to multiple models. The series also targets gamers with features like 165 Hz Motion Xcelerator refresh rates and an Ultimate Gaming Pack.
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Neo QLED (QN80H, QN70H): combines Quantum Mini LED precision with intelligent 4K upscaling and the NQ4 AI processor. These displays have TÜV Rheinland’s “Real QLED TV” designation and promise 100% color volume to keep colors stable and lifelike even at high brightness.
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Mini LED (M80H, M70H): brings AI-supported premium viewing to a broader audience. Pure Spectrum Color technology and the NQ4 AI Gen2 processor improve depth and clarity, while Motion Xcelerator 144Hz and AI Sound Controller support smooth sports motion and clear dialogue.
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The Frame and The Frame Pro: The Frame continues to serve as a hybrid art-display TV with more than 5,000 works available from the Art Store. The Frame Pro offers Neo QLED picture quality and Wireless One Connect to support a cable-free interior.
Sound and accessories
Samsung highlighted its audio products as an integral part of the experience. The company has been a leading global soundbar seller for 12 consecutive years. New features in premium soundbars include Sound Elevation and Auto Volume to improve spatial placement and balance of dialogue and effects. The HW-Q990H was mentioned as a high-end model that has received a TÜV certification related to carbon footprint reduction.
The Music Studio ranges (Music Studio 5 and Music Studio 7) combine design and audio advances. The Music Studio 5, designed by Erwan Bouroullec, includes a 4-inch woofer, dual tweeters with waveguides and Dolby Atmos support. Music Studio 7 is a 3.1.1 configuration offering Hi-Res Audio and an extended frequency response up to 35 kHz. Q-Symphony allows multiple compatible audio devices to be linked to the TV for a wider stereo soundstage.
AI features for sports viewing
Across the portfolio Samsung integrates AI functions targeted at sports: AI Upscaling Pro, Color Booster Pro, AI Foci Mode and AI Sound Controller Pro. AI Foci Mode and AI Foci Mode Pro adjust picture and sound in real time to follow continuous ball movement and reproduce immersive stadium audio at home.
Partnership with Thierry Henry and the shared-watching message
For the tournament-related campaign Samsung Electronics partnered with football legend Thierry Henry. The campaign emphasizes football’s community-building power and the idea that how viewers share the experience matters as much as what they watch. Vörös Zoltán, head of Consumer Electronics at Samsung Electronics Hungary, said: “Football has a special power to bring communities together, and our campaign celebrates those unique shared moments made more memorable by our latest AI-based TV technology.”
Local manufacturing and continuity
Samsung underlined its domestic manufacturing presence: the Jászfényszaru Samsung Electronics plant has assembled televisions since 1989 and over decades has become one of the company’s key European centers, producing millions of devices.
What this means for consumers
Samsung’s 2026 portfolio embeds AI across product tiers, from entry-level Crystal UHD to top-end Micro RGB sets, offering more advanced processing and improved picture and sound at every level. The company positions these products to bring the at-home match-watching experience closer to stadium atmosphere while providing modern design and services such as wireless One Connect for contemporary interiors.
