The picture frame TV market is facing a battle! LG Electronics launches Gallery TV to compete with Samsung's products.

LG Electronics has launched a TV designed as a picture frame artwork, following the style popularized by its competitor Samsung Electronics in recent years. It is reported that this TV, named Gallery TV, will be available in 55-inch and 65-inch models starting in 2026. Similar to Samsung's product called The Frame, LG's TV will also allow consumers to choose from a range of stylish frames, which can be changed after purchase. The marketing concept of this niche category is that TVs should blend in with home decor like other appliances or high-end items. Samsung has not disclosed the recent sales data of The Frame, but many TV manufacturers have introduced their own imitations. LG stated that Gallery TV is aimed at consumers who care about interior design and want to display artwork when not using it for entertainment. The company categorizes it as part of their "lifestyle" series of TV products, which also includes portable smart screens and even briefcase TVs with non-mainstream designs. Usually, the overall picture quality of these slim TVs is not as good as traditional TVs, so there may be compromises in achieving better aesthetics. A spokesperson for LG stated that Gallery TV will use LCD technology instead of the superior OLED panels found in higher-end models a decision likely made to maintain a comparable price to Samsung's products. LG has not yet announced the pricing. For reference, the 65-inch The Frame TV from 2025 was priced at over $1500. Other similarities between Gallery TV and Samsung's The Frame TV include a matte display screen to reduce glare, and picture enhancement features that automatically adjust brightness and colors based on the indoor lighting, creating a more natural display of artwork. LG stated that this "gallery mode" design was inspired by museum curators. LG's existing Gallery+ service allows users to choose from a constantly updated library of over 4500 pieces of art, ranging from fine art to movie scenes, game visuals, and animations. Users can also use generative artificial intelligence to create their own art pieces. Samsung's Art Store service also offers an art library from renowned institutions such as the Museum of Modern Art in New York, the Art Institute of Chicago, the Van Gogh Museum, the Louvre, the Orsay Museum, the Tate Modern, and the Basel Art Fair. Earlier this year, Samsung expanded the originally exclusive Art Store service for The Frame series to other TV models. Both companies charge a subscription fee for full access to their art collections. LG will unveil its full 2026 TV product line at the 2026 Consumer Electronics Show (CES) next week, and Samsung will also showcase its latest products. The new TVs from both companies are typically released in the spring after being announced in January.