Kerry Wan of ZDNET visited Samsung’s research lab in South Korea and reported first-hand on developments that point to the next era of television. The visit highlighted recent software launches and hardware research aimed at improving picture quality, content compatibility, and display technology.
What ZDNET saw at Samsung’s lab
The ZDNET report centered on a trio of advances that the author found particularly promising. At the forefront is HDR10+ Advanced, a new encoding and playback enhancement Samsung recently launched to help older or non-optimized content look better on modern TVs. Alongside HDR improvements, the lab tour underscored work on AI-powered upscaling and ongoing research into next-generation panel technologies.
1. HDR10+ Advanced: smarter HDR for older content
HDR10+ Advanced is designed to optimize dynamic range and color mapping for legacy and SDR material when viewed on contemporary displays. According to the ZDNET coverage, this system adjusts metadata and tone-mapping on a scene-by-scene basis to deliver improved contrast and highlight detail without requiring reauthoring of original content. For consumers, that means streaming libraries and older Blu-rays could look more natural and detailed on new Samsung TVs.
2. AI-driven upscaling and content processing
The lab tour also emphasized Samsung’s continued investment in AI-based image processing. ZDNET observed demonstrations of sophisticated upscaling that use machine learning to reconstruct detail, reduce noise, and preserve texture when low-resolution sources are displayed on high-resolution panels. While AI upscaling is not unique to a single brand, the ZDNET piece highlighted Samsung’s integration of these tools into both software and hardware workflows to improve everyday viewing across apps and sources.
3. Next-generation panels and real-world testing
Beyond software, the ZDNET writer noted that Samsung’s South Korea facilities house work on next-generation panel technologies and rigorous testing environments. Research into finer pixel control, improved backlighting systems, and larger modular displays was on display. These efforts point to continued progress in picture uniformity, peak brightness, and color volume — areas that directly affect HDR performance and the visual benefits of HDR10+ Advanced and AI processing.
Why this matters for consumers
Improvements described in the ZDNET report address a common consumer pain point: how older content appears on cutting-edge TVs. Combining dynamic HDR tools like HDR10+ Advanced with AI upscaling helps bridge the gap between modern displays and decades of available content. For buyers and owners of high-end TVs, those advances promise better out-of-the-box picture quality, particularly for streaming services and legacy material.
Context and next steps
Samsung’s lab work, as detailed by ZDNET, is part of an industry-wide push toward smarter processing and higher-fidelity displays. While the company has officially launched HDR10+ Advanced, further rollouts and software updates will determine how quickly these benefits reach consumers across products and content platforms. Watch for firmware updates, streaming platform adoption, and new TV models to leverage the lab’s work.
For the full report from the visit to Samsung’s South Korea lab, see the original ZDNET article: I saw the future of TVs at Samsung’s South Korea lab – and I’m excited for these 3 things.
