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Samsung’s new ‘Frame’ smart TV doubles as a Kindle for artby Daniel Bean
TechTrends

WATCH| Admit it: Your beautiful, big-screen TV is a wall-hung eyesore when it's not playing movies and shows for you. Samsung is trying to fix that.

All top-of-the-line TVs today are great-looking -- when they’re turned on. But this new TV from Samsung is actually more focused on being beautiful when you’re you’re not watching it.

The Frame is a full-functioning 4K smart TV that displays digital images of art when it’s not being used to binge-watch some Netflix or catch the big game. Samsung touts The Frame as an "interior design" -focused solution to the ugly “big black screen” problem that a normal, turned-off TV presents.

The Frame in "Art Mode."

"We decided that TV should fit your lifestyle and your interior design."

Eva Bask, Marketing-Product Planning, Samsung

The TV's "Art Mode" can be set to any of the 100+ images The Frame comes loaded with, or it can use pictures you've taken yourself.

Samsung is launching an online art store for the TV, making The Frame feel like a sort of wall-mounted Kindle for art. Frame owners will be able to buy either a digital art subscription or download single images. "We think it's a good way to get people into art," Jeffrey Castaneda, of Samsung's Home Entertainment division, told Circa.

The framing around The Frame is also customizable, so you can match it the interior design of your home.

Frame will launch in 55" and 65" models in June. Price has yet to be announced.

You may be worried about what having a giant digital picture frame on all day will do to your electricity bill. Samsung said The Frame's auto-dim and auto-off (which engages when no one is in a room to look at it) makes its “Art Mode” cost about the same monthly as powering a cable box.

The Frame has the same standard smart TV features found in Samsung’s top-of-the-line 4K TVs. But unlike some of those, which have LED screens, Frame offers a less dynamic, backlit LCD display panel. So depending on what price The Frame winds up being when it launches in June, buyers could be looking at trading a bit of picture quality for a TV that is actually meant to look like a picture.