IT'S been dubbed the TV of your dreams.
The battle of the television heavyweights just went into overdrive with Samsung unveiling a multipurpose mega TV 'wall' that promises to transform living rooms across the globe.
'The Wall' - a first of its kind 146-inch modular TV with bezel-less design - was revealed by Samsung today on the eve of CES 2018 in Las Vegas.
And it's almost too out-of-this-world to believe.
The 'breakthrough modular display' is fully scalable and customisable meaning consumers can literally design the size and shape of the perfect TV for their home.
Users can add or remove modules to make their TV bigger or smaller and in any configuration. Samsung says the size is 'limitless'. Cool, huh?
Samsung has also taken its hugely popular 'The Frame' functionality (launched last year) to turn the TV wall into a central art piece.
The Wall features three adjustable tiles - picture mode, art mode and window mode.
What it means is no longer will black TV screens dominate key space in a lounge room when turned off. Now they'll become a feature.
'If you want to transport yourself into the woods, you can change your TV screen to window mode and it'll look like you're in the middle of the woods," said a Samsung spokeswoman.
"It means you can display the most iconic artwork in the world via your TV screen."
Samsung also revealed it was incorporating its Bixby voice assistant into its TVs giving users a one-stop-shop for information.
"You can speak to your TV and ask it what the weather is in Las Vegas and it'll show the forecast on your TV screen," said the spokeswoman.
The Wall will feature the breakthrough MicroLED technology which uses millions of tiny LEDs to create the image rather than the traditional LED-based LCD screen which uses a liquid crystal layer and an LED backlight.
In layman's terms, it means the colour experience on the screen will be next level.
And in a first for the industry, Samsung integrated 8K into its TVs - even though native content is currently only available in 4k.
"Screens are getting larger and as screens get bigger TV resolution becomes more important," said Samsung Electronics America Senior Vice President Dave Das.
"No matter the source, whether it's standard definition, high definition, cable or streaming, the TV intelligently upscales to 8K resolution."
As for the price of 'The Wall' and when it'll be available in Australia? That's anyone's guess.
Samsung promises to reveal more of those details at a global launch in March. But given Samsung has released TVs costing up to $100,000, it's likely 'The Wall' will be marketed toward cashed-up home cinema buffs.
Rival LG will reveal its new TV products at CES tomorrow.
- Tanya Westthorp travelled to Las Vegas as a guest of Samsung.
Update your news preferences and get the latest news delivered to your inbox.