Samsung is putting its Micro RGB AI TV on billboards from Times Square to Piccadilly Circus, and the viewing features it has chosen to show off, including a soccer mode that mutes the commentary, speak directly to Malaysian sports fans.
The company has rolled out a set of outdoor billboard campaigns for Micro RGB at major global landmarks. The displays are running in Korea and at sites including Times Square in New York, Piccadilly Circus in London and the Entertainment Building in Hong Kong, and they will stay up through the end of the year. The centrepiece is an advertising film built around a large hip-hop dance routine, made with choreographer Sergio Reis, that shows off the TV's array of red, green and blue backlights and the AI engine that drives them.
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What Micro RGB actually is
Micro RGB is Samsung's name for a backlight built from dense red, green and blue LEDs, managed by a controller it calls the Micro RGB AI Engine Pro. The idea is finer control over colour, which Samsung says produces deeper and more vibrant images than a standard LED backlight. It sits at the premium end of Samsung's TV range, where the competition is OLED and Mini LED sets from LG, Sony, Hisense and TCL.
The features aimed at viewers
Two of the AI features stand out for the kind of content Malaysians watch most. AI Soccer Mode lets you mute the commentators and stay with the sound of the match itself, while Vision AI Companion pulls up real-time player and team statistics as you watch. For a country that follows the Premier League, La Liga and the national side closely, those are practical hooks rather than spec-sheet talk.
Why the timing matters
A takeover of Times Square is about brand image, but the choice of message is telling. Instead of leading with panel specifications, Samsung is selling live-content features, which signals who it thinks the buyer is: sports and entertainment viewers rather than only home-cinema enthusiasts. It is also a reminder that the high end of the TV market is now a contest over processing and AI features, not just brightness and contrast.
Price and availability
The materials cover the global campaign rather than local retail details. Samsung has not confirmed Malaysian pricing or in-store availability for the Micro RGB lineup in this announcement, and points readers to its Malaysian site for local information.
The billboards are the spectacle, but the parts worth tracking for Malaysian buyers are the features Samsung put front and centre: a cleaner way to watch football, and live stats on the screen while you do.