The title is shared with other vendors, such as Westinghouse, Hisense and TCL, but deep down we're keen to see what the leading television company can do with Ultra High Definition.
Ultra High Definition TVs feature twice the resolution and four times the number of pixels, delivering unprecedented levels of clarity.
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The TV is taller than Samsung's executive and framed by shimmering easel scaffolding. Although Sony's 84 inch UHD TV relies on a similar skeleton, Samsung's take on it is far more artistic.
Be warned: don't fall in love with this 110 inch leviathan because it's only a prototype. And we'd hate to break your heart further, but the odds are against you affording one in the first place.