Samsung is set to make a major impact at CEDIA Expo 2025, showcasing its latest innovations in TVs, audio, and custom installation solutions. Teaming up with Harman, the company will host the largest booth on the show floor, giving integrators an up-close look at its newest technologies. From groundbreaking display advancements like Micro RGB TV to upgraded OLED and Neo QLED models, Samsung continues to push the boundaries of performance and design. In this Q&A with James Krakowski, we look at what dealers and integrators can expect to see in Denver and how the company is strengthening its support for the custom installation channel.
CE Pro: What does Samsung have in store for CEDIA?
JK: This year, we’ll have the largest booth on the CEDIA show floor in collaboration with Harman. Our exhibit will feature a huge lineup of cutting-edge 2025 Samsung TVs and audio technologies from both brands. It’s an amazing opportunity for us to connect with Custom Install professionals and demonstrate how our solutions can elevate any build.
CE Pro: Samsung has been busy so far in 2025 with new product launches, including new OLED, QLED, and 8K models. What should we expect to see?
JK: Our 2025 AI-enhanced TV lineup is packed with advanced features and seamless connectivity, making it easier than ever for integration professionals to find solutions uniquely suited to any space. From our Neo QLED and OLED screens, to our award-winning Art TVs, and now an entirely new display category in Samsung Micro RGB TV – we truly have something for everyone. As the #1 global TV brand for 19 years running, we pride ourselves on offering premium performance, features and innovation that the Custom Install community can rely on.
CE Pro: I’d love to dive deeper, first on the Samsung Micro RGB TV. Why is the product innovative? What is it bringing to market that we haven’t seen before?
JK: Samsung Micro RGB TV is sure to turn heads on the show floor, not only for its 115-inch size, but also its revolutionary color light technology. It introduces an entirely new display structure as the world’s first TV to individually control micro sized red, green and blue (RGB) color backlights. Unlike LCDs, which implement R/G/B through color conversion of a single LED, this innovation allows Samsung Micro RGB TV to achieve richer color expression, with an incredible 100% of the BT2020 color gamut. The result is truly brilliant brightness and unbelievably detailed colors, beyond the capabilities of conventional monochrome backlights. The Micro RGB AI Engine further refines the viewing experience by fine tuning each backlight for an intensely vivid picture, while our award-winning Glare Free tech ensures the phenomenal visuals shine through without distracting reflections.
CE Pro: Speaking of Glare Free technology, what can CEDIA attendees expect from the latest Samsung OLEDs? We first saw the tech last year on the S95D. How have you improved on it?
JK: Yes, our latest flagship OLED will be on display, too! We recognize that no two homes are the same and no two clients are either. We’ve often heard from our Custom Installation partners that many of their clients have to contend with sunlight and ambient lighting in their space, and want to give those customers even more flexibility to enjoy their content when and where they want, without compromising great picture quality and color reproduction. Our flagship S95F OLED series does just that, featuring our best OLED Glare Free technology yet, while maintaining pure blacks, bright whites, dramatic contrast and truly breathtaking, Pantone-validated color. Paired with our most advanced 4K processor, an upgraded 165Hz refresh rate and our brightest ever OLED display, and you have the most realistic picture possible on a Samsung OLED TV.
CE Pro: I know Micro RGB TV isn’t the only super big TV you’re offering this year. What’s driving this trend of bigger and bigger screens?
JK: Years ago, 65” TVs were considered “big” – but now, more and more people are looking for options that are even bigger, including TVs that are 75”, 85” or even 98” and up. That’s why in 2025, we’ve expanded our lineup in a BIG way with more 98”+ options than ever across our Micro RGB, Neo QLED 8K, Neo QLED 4K and Crystal UHD series TVs. These screens all benefit from our leading picture quality, cutting-edge audio, advanced connectivity and sleek designs – plus great features that are exclusive to Samsung. For example, all of our 98” and larger TVs are built with Supersize Picture Enhancer, which optimizes picture quality for stunning clarity and reduced noise, so you can go bigger without the blur.
It’s also worth noting that we’ve expanded Glare Free capabilities to our Neo QLED 8K models (QN990F and QN900F), our flagship Neo QLED 4K (QN90F) and Samsung Micro RGB, so dealers have even more great options, and flexibility in where and how they use our TVs.
CE Pro: Another one of your new products is The Frame Pro. Why should integrators be excited about this? Can you speak to how Samsung sort of set the Art TV trend and how the company continues to innovate in that area?
JK: The Frame is the original Art TV, setting the standard for innovation in the space. With The Frame Pro, we’ve added several enhancements to deliver our most advanced Art TV to date.
It’s been upgraded with a Neo QLED display and our most powerful 4K processor for even better picture quality. It’s brighter colors, sharper contrasts and deeper blacks improve visuals across everything you watch — whether it’s a masterpiece or a movie.
We’ve also included a Samsung-first in the Wireless One Connect Box. It makes installation a breeze, allowing you to keep your cables and inputs hidden — up to 30 feet away— for a true gallery-worthy picture.
Samsung Art Store offers access to an unmatched 3,500+ works of art, including exclusives from The MoMA, Art Institute of Chicago, Art Basel and many more. Plus, the UL-certified Anti-Reflection with Matte display reduces glare, while Pantone ArtfulColor validation ensures artwork looks even more natural and realistic.
The Frame Pro hangs flush against your wall thanks to the included Slim-Fit Wall Mount, the bezels are fully customizable with different colors and styles and our Art TVs are the slimmest on the market.
Taking all this into account, it’s easy to see why The Frame Pro offers the most complete Art TV experience for art, design and movie lovers alike.
CE Pro: How is Samsung expanding its offerings for the custom installation channel?
JK: We’re continuing to expand our Samsung CI Platinum Direct Dealer Program, which aims to help our dealers grow their business, improve profitability and provide their clients with best-in-class Samsung TV design and technology. This year, we’re rolling out a new “Platinum Black” tier, which offers participating dealers more benefits than we ever have before. We encourage installers, dealers, designers and integrators to contact their Samsung sales rep or come meet us at CEDIA to get started.
CE Pro: Is Samsung showing any innovations in audio solutions for custom integrators?
JK: Definitely. We’ve introduced some significant enhancements to our soundbar lineup to make our offerings even easier to install and more customizable to every space – while maintaining the fantastic audio quality that’s helped make Samsung the #1 global soundbar brand for 11 years.
The flagship HW-Q990F delivers our most immersive experience, with true 11.1.4 Ch full Dolby Atmos audio. This year, we’ve introduced a redesigned subwoofer that delivers rumbling bass in a more compact package. It’s much easier to hide away in clients’ rooms, without compromising on performance.
The Custom Install community will also appreciate a suite of AI features that tailor audio to the client’s space and content. That includes SpaceFit Sound Pro, which calibrates the soundbar’s output to the layout, shape and dimensions of the room. Plus, Active Voice Amplifier Pro cuts down background noise and boosts dialogue to ensure you never miss a moment.
We also introduced the HW-QS700F – our first ever convertible soundbar. Using an integrated gyro sensor, this product recognizes its positioning (mounted flush against the wall or sitting on a table) and automatically optimizes its audio for either setup. It’s also much thinner than a typical soundbar when you mount it to the wall, making this product extremely versatile and perfect for integrators having to juggle different client needs.
CE Pro: What should integrators be most excited about in Samsung’s roadmap for 2026?
JK: I can’t share specifics for next year just yet, but we’ve always got more amazing innovations in store!