The modern Filipino’s relationship with television has undergone a transformation. Celebrating 20 years as the global No. 1 TV brand, Samsung leads the industry in redefining what a TV can do to meet the evolving needs of today’s consumers. What once was a device used primarily for scheduled, passive viewing has evolved into a central hub for streaming, gaming, and connected experiences at home.
Samsung Electronics Philippines (SEPCO) head of AV, Chris Almazan, breaks down how Samsung televisions help Filipinos see possibilities beyond picture and sound.
“Filipinos today demand TVs that do more,” Almazan said. “Samsung recognized early on that TVs are no longer just about beautiful picture quality. It should be a companion for creating seamless, intuitive experiences that fit into their everyday life.”
This deep understanding guides Samsung’s “secret” to creating TVs that truly set the standard in the industry.
Seamless experiences with vision AI companion
In today’s fast-paced, highly digital environment, the most valuable currency is convenience. With modern consumers constantly multitasking, Samsung TVs are built around intuitive interaction. Now, users can simply seek for answers through their TV using Vision AI Companion.
“When you’re watching a movie or a documentary and you suddenly think of a question about what you’re seeing, there is a high tendency that you would pull out your phone to search for answers,” said Almazan. “We wanted to eliminate the friction of needing a second device or navigating complicated menus when users are seeking answers to their questions. We created Samsung TVs to allow users to simply ask questions and have Vision AI Companion answer for them.”
Vision AI Companion enables users to ask their Samsung TVs about anything on screen and delivers visualized, intelligent responses. It understands context and follow-up questions, instantly displaying comprehensive answers directly on the screen.
“The goal was to make the discovery experience feel as natural and fluid as a conversation rather than a chore,” Almazan said.
Endless entertainment on Samsung TV Plus
A study by the Philippine Institute for Development Studies (PIDS) showed that the rise of digital platforms have reshaped Filipinos’ media consumption habits. Streaming viewership in the Philippines has grown over the last few years, with about 80% of Filipinos watching more streaming content year-on-year. Additionally, an average consumer avails subscriptions to multiple streaming platforms simultaneously.
While streaming apps continue to surge across the globe, Samsung has designed its own platform to help ease subscription fatigue for consumers.
“The existence of multiple streaming platforms has led to people spending more time scrolling to find what to watch than actually watching,” Almazan said.
In response, Samsung created its own massive library that’s readily available across its TV lineup.
“Samsung televisions deliver brilliant entertainment experiences with high-definition picture quality, immersive, multi-dimensional audio, and access to over 1,000 content at zero additional cost. Through this, Samsung TVs become a definitive entertainment source out of the box,” he said.
Conscious consumption with AI Energy Savings
As televisions grow larger and more immersive to match cinematic experiences, a practical concern among Filipino households arises: electricity costs. As this concern becomes even more relevant today, Samsung addresses it through intelligent design.
“We believe Filipinos shouldn’t have to choose between massive, cinematic moments and practicality,” emphasized Almazan.
Samsung Vision AI TVs are designed to help households manage their energy consumption more efficiently. Through the AI Energy feature, Samsung TVs intelligently analyze the space and the type of content users are watching to automatically adjust the output. This optimizes power usage without sacrificing visual quality.
“Consumers today have become more conscious about their devices, including digital appliances,” Almazan noted. “They want technology that performs well, but also behaves efficiently, and Samsung TVs are more than equipped to deliver.”
Reliable security you can trust
With TVs becoming increasingly connected and deeply embedded in the daily lives of every modern household, security has emerged as a critical consideration.
“Televisions have transformed into a hub that holds sensitive personal data, including passwords, viewing habits, and smart home controls,” explained Almazan. “That’s why it’s absolutely imperative to secure digital experiences on TVs.”
Samsung ensures reliable security with Knox Security built into its televisions. This triple-layer protection acts as a fortress, shielding users’ personal data and blocking malicious apps when data is stored. Samsung Knox Security enables safe data sharing across connected devices, allowing data decryption only on users’ trusted devices.
“By securing their data, Samsung allows families to connect to their digital devices and televisions with complete confidence,” he reiterated.
Effortless control with SmartThings Connectivity
More and more Filipinos are integrating smart home devices into their homes due to the need for convenience and efficiency in their daily lives. To make everyday living more harmonious in the household, Samsung enabled its TVs to act as a command center for smart devices through SmartThings integration. This connected ecosystem empowers a smarter lifestyle for modern users, allowing them to optimize their daily experiences at home using a single platform.
From energy efficiency to personal lifestyle solutions, SmartThings helps users streamline their daily routines.
“Samsung’s goal is to make the transition to smart home living easier and more seamless,” stated Almazan. “We want to help households monitor and manage their daily living with the SmartThings app on their TVs.”
Timeless performance with Tizen
One of the main concerns for Filipino consumers when it comes to devices, including televisions, is value. In a landscape known for obsolescence, consumers want to ensure that their digital investments will last for years.
“Samsung understands that when Filipino families purchase devices like televisions, they expect it to be part of their home for a long time,” said Almazan.
To ensure that consumers get the most out of their premium televisions, Samsung offers up to seven years of OS upgrades for free.
Samsung’s One UI Tizen OS gives users access to a world of entertainment and intelligent connectivity experiences on their TVs. By offering free OS upgrades for up to 7 years, Samsung guarantees that its televisions will continuously evolve alongside the rapidly changing digital landscape. “We want to ensure that the TV’s ‘brain’ stays as modern, fast, and capable as its stunning display, to deliver our promise of longevity, relevance, and enduring value.”
Engineering the future of televisions
For decades, Samsung has been synonymous with the pinnacle of television innovation. The secret to their enduring leadership, Almazan reveals, is not solely about engineering brighter pixels or thinner bezels. Their commitment to delivering human-centric innovation keeps Samsung at the top. According to Almazan, Samsung recognizes that the modern television is no longer just a passive display, but an active, intelligent partner for efficient experiences at home. This drives them to continuously push innovation to meet the dynamic demands of daily life.
“Innovation for the sake of innovation is easy, but the key to a lasting legacy is innovating for the human experience,” he said. “As the digital landscape continues to shift, Samsung’s commitment remains the same. We will continue to create intelligent, reliable AI living companions designed for how Filipino families live, work, and connect today and in the future.”
