It does not belong to the world of television, but it belongs to the world we live in. Blurring the line between design and tech nology, Samsung introduces The Serif. The Serif challenges the way we view technology and its interaction with the space around it. DISCLAIMERS: *QLED televisions can produce 100% Color Volume in the DCI P3 color space, the format for most cinema screens and HDR movies for television.**Background feature accuracy may vary based on TV location and is dependent on wall designs, patterns and/or colors. SmartThings app on a mobile device (Android, iOS) is required for some functionality. App features may be limited at launch; please continue to check for updates.
Unconditionally Beautiful
Designed for every place, at every moment, from every angle
World’s No.1 TV
brand
14 years running
“Beautifully Designed + World Class Technology… If you have a keen sense of design like myself, then this is the TV for you. Beautiful form meets pragmatic function…“
Your home, unlimited possibilties
360 All Round Design
Enjoy the view of your TV from all angles—and we don’t just mean the screen. The Serif looks beautiful from front to back, side to side, and can elegantly decorate any space.

Unlike conventional TVs, it doesn’t belong next to the wall
Detachable Floor Stand
Place The Serif anywhere in the room. It comes with an elegant easel stand that perfectly pairs with its stylish frame. Perfect for smaller spaces, the option to remove its legs makes it all the more versatile.

New ways to enjoy content
NFC on TV
When you need some music, just tap and listen.

Bring more than a billion colors to life
100% Color Volume with Quantum Dot*
With 100% Color Volume*, Quantum Dot Technology delivers over a billion shades of color that stay true-to-life without washing out at any level of brightness.
*QLED have received verification from world-class testing and certification association, Verband Deutscher Elektrotechniker (VDE), for its ability to produce 100 percent color volume.
*Compatibility with all HDR content is not guaranteed.
*The range of HDR claims luminance based on internal testing standards and is subject to change according to viewing environment or specific conditions.
Fits perfectly wherever you put it


Timeless, versatile design
‘I’ Shaped Design
The iconic “I’ shaped design, packaged in a slim frame turns The Serif into a statement piece in a way that no other TV can. The capital ‘I’ presents a bold look that’s certain to catch the eyes of any beholder.
Here’s how to install it
No tools? No problem
Transform the Serif by simply attaching or detaching the stand with just your hands.


Plus, some tips to hide the cables
Neatly manage all your cords for a clean look behind the back cover.
Exclusive Patterns
Specially created for The Serif by Ronan & Erwan Bouroullec, the new Ambient Mode+™ features two patterns inspired by the beauty of the natural world around us—a beautiful leaf and a textured fabric.

Beyond the black screen
Ambient Mode+™
Watch your TV virtually disappear into the walls of your home. Ambient Mode+ mimics the wall behind it and elevates your space by turning the screen into décor, artwork, the weather, today’s headlines, and more.

Seamless connections
The Serif can be the center of a more convenient, connected lifestyle. It integrates seamlessly with smart speakers and mobile devices.
* A Samsung Account is required to set up the TV.
* Actual user experience may vary.
* Some features and functions provided by connected devices may not be supported or limited to use.
* Turn-on TV feature support may vary by model.


Mirrors all your experiences
All your devices, connected in seconds and in simpler way.
Tap to mirror content
Tap View
Whatever you were watching on your mobile phone can be shown on your TV screen with just a quick tap on The Serif.
* When using NFC on TV, Bluetooth on your mobile will automatically activate.
* This service only works when mobile is on.

Second screen on your big screen
Multi View
Multi View lets you watch TV and mobile mirrored content at the same time. Watch workout videos, check sports stats and more while watching your favorite show or game.
* Compatible devices only
How to use NFC on TV
* When using NFC on TV, Bluetooth on your mobile will automatically activate.
Choose your voice assistant
Multiple Voice Assistants
Catch every word without distractions
Active Voice Amplifier
Background noise from your home can disrupt your viewing experience. Active Voice Amplifier analyzes the ambient noise and enhances the voices in the scene so you can hear the dialogue clearly.
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