There is something fitting about celebrating the history of television inside a museum dedicated to communication. At Enigma, Copenhagen’s museum of post, telecommunications and communication history, Samsung celebrated its twenty years as the world’s leading TV manufacturer and presented its new Micro RGB technology.
The programme moved between two registers: looking back, and looking forward, with the innovation as a link.
The television as cultural object
The television was never just a piece of technology. It was a piece of furniture, a social ritual, a fixed point in the architecture of the Danish living room. There were decades when a single set could draw fifteen people of all ages into the same space to watch the same programme. Football still does something like that, but for the most part the shared screen has given way to the personal one. We curate our own schedules now, on demand, and have long since stopped waiting through the hours-long dead air that once interrupted the broadcast day.
The design trajectory is equally telling. Early flat screens were criticised for being too massive, too much furniture and not enough object. Architects pushed back, lightening the visual weight with stands and wall mounts. Today people hang televisions on the wall and display art on them when they are not in use, which says a great deal about how thoroughly the screen has been absorbed into the language of interior design.
Samsung has held the top position in the global TV market since 2006, introducing some core products which soon became recognizable. The Frame, now in its ninth generation, is a television that doubles as a picture frame, adjusting its brightness and colour temperature to follow the natural progression of daylight so that an image displayed on screen behaves, at least optically, something like the real thing. Nine generations is a long run for a product that could have been a one-cycle novelty, and it reflects a consistent bet that people want to live with their televisions as much as watch them.
What Micro RGB actually does
The new technology at the centre of the event is a departure from how LCD televisions have worked for most of their history. Conventional sets use a white backlight filtered through a colour layer. Micro RGB replaces that with microscopic red, green and blue LED light sources, each smaller than 100 micrometres, positioned behind the LCD panel and divided into individually controlled zones.
The practical results are a wider colour gamut, deeper blacks and more precise local contrast, because each zone can be adjusted in real time rather than having the whole backlight behave as a single unit. An integrated AI engine analyses the image continuously and adjusts colour, brightness and sound to match both the content on screen and the ambient conditions in the room. During a football match, for instance, the system can separately dial down crowd noise or commentary while keeping the picture intact.
The flagship R95H model adds full BT.2020 colour space coverage, independently certified by VDE, alongside Glare Free panel technology that suppresses reflections without degrading contrast. Sound is engineered into the physical structure of the screen itself rather than added as a separate component.
Micro RGB arrives in Europe in May 2026 across sizes from 55 to 130 inches. Danish retail pricing for the R95H starts at 29,999 DKK for the 65-inch and reaches 49,999 DKK for the 85-inch.
What Danes actually want from a television
Samsung commissioned a survey from Norstat in the second half of 2025, polling 1,013 Danes aged 18 to 99 across all five regions of the country. The data offered a few surprises.
Price and picture quality topped the priority list by a wide margin, at 67 and 65 percent respectively. Durability came third at 42 percent, ahead of sound quality at 40 percent. Design matters more than the industry perhaps likes to admit: 30 percent listed a slim, thin form as a key factor, rising to 36 percent among women. Nearly half of all respondents said they prefer a television that blends into its surroundings rather than drawing attention to itself.
The security data was striking for different reasons. Nearly half of Danes say they never think about the security of their smart TV. Smartphones prompt weekly security awareness in 43 percent of users; for smart televisions, that figure drops to 9 percent. It is a gap worth noting as televisions become more deeply integrated into domestic networks and voice-controlled environments.
