Samsung India has announced the launch of The Frame smart TVs in India. The latest smart TVs come with customizable bezels, matte display, art mode and Samsung’s proprietary QLED technology to offer an immersive entertainment experience.

Samsung says The Frame TV is designed for art connoisseurs and allows users to personalize it by offering a variety of customizable magnetic frames that users can choose and even change to their favorite color to best match the room’s decor.

Frame TV has a built-in art store that allows users to build their own personal art collection from a growing library of over 1,600 pieces of world-renowned art, including popular Indian folk art such as Madhubani from Bihar, Gond from Madhya Pradesh and Patachitra from Odisha and Bengal.

In addition, users can upload and display their family or travel photos and even customize their own photos with five different layout options and a palette of 16 different colors to make them more realistic. The Frame TV’s simpler and more intuitive home screen functionality provides a simpler and more convenient art experience in the Art Store.

The Frame Smart TV comes with a QLED display with a resolution of up to 3840 x 2160 pixels, a screen refresh rate of 100 Hz and a matte anti-glare coating. It is powered by Samsung’s Quantum Processor 4K with a picture quality index of 3500 and HDR10+ Adaptive and HDR10+ for gaming certification, as well as Supreme UHD Dimming and Motion Xcelerator Turbo+ technologies.

On the sound front, the TV comes with a 40W 2.0.2-channel speaker with support for Dolby Atmos, Adaptive Sound+ and Dolby Digital Plus MS12 5.1ch. It runs Samsung’s Tizen OS with built-in Google Assistant and support for Bixby and Alexa.

In addition to this, it has a motion sensor that automatically turns on to display selected artworks when they are in the room and turns off when they leave the room to save energy. There is a brightness sensor that detects the ambient light and automatically adjusts the brightness and color tone of the screen to preserve the original appearance of the artwork regardless of the lighting in the room.

Frame also has an EyeComfort mode. It also has an object tracking audio feature that tracks sound from all corners of the user’s TV and comes with multi-channel speakers across the entire screen for motion tracking, bringing the user closer to the action.

The new edition 43-inch variant of The Frame TV is priced at Rs 61,990, the 50-inch variant is priced at Rs 73,990, the 55-inch variant is available at Rs 91,990, the 65-inch variant is priced at Rs 1,27,990 and the 75-inch variant is priced at Rs 2 99,990 on Samsung, Amazon, Flipkart and leading retailers. Consumers who buy The Frame TV will get a free frame worth up to Rs 7,690 with the new The Frame TV models, the Samsung Galaxy A32 worth Rs 21,490 with the 75-inch model and the Samsung Galaxy A03 worth Rs 9,499 with the 65-inch model.