As it expands lifestyle TV offering.

At its First Look Event prior to the official opening of CES in Las Vegas, Samsung announced that The Sero TV will be available in Australia from mid-2020.

The Sero – meaning vertical in Korean – can pivot between horizontal and vertical orientations, similar to a smartphone or tablet. It was first rolled out in South Korea in 2019 and will expand into Australia among other global markets.

The TV’s display orientation technology connects with a user’s smartphone to display content in traditional horizontal format as well as vertical format, ideal for social media channels, YouTube and personal photos and videos.

With Tap View technology, users can simply tap the TV with their smartphone and content will be mirrored so when the smartphone is rotated to horizontal or vertical orientation, the screen will follow. The Sero has wheels at the bottom of its base so it can be easily moved around the home.

Samsung Electronics Australia head of consumer electronics, Jeremy Senior said the lifestyle TV category has been a big driver for Samsung since the launch of The Frame in 2017. This year, the 50-inch and 75-inch models will be added to The Frame lineup also with the Sero due to arrive in Q2, available in 43-inch screen size only.

“We see our lifestyle proposition as a key way for consumers to consider a screen that is sympathetic to the design of their room and does not compromise in picture quality,” he said.