Your TV spends most of the day switched off, a black rectangle on the wall. Samsung’s 2026 The Frame Pro and The Frame are built around a different idea: that the screen should earn its place even when you are not watching anything.
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Kai T chevron_right
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A TV that doubles as a gallery
The pitch behind Samsung’s Art TVs is simple. When you are not watching, the screen shows artwork instead of going dark. The Samsung Art Store backs this up with more than 5,000 works from over 800 artists and more than 80 global partners, including collaborations with Moomin and Art Basel 2026. For people who would rather not commit to a single piece, Art Store Streams rotates in 30 complimentary artworks every month, refreshed around new themes. The new 98-inch model of The Frame pushes the idea to wall-sized scale.
Picture quality for the hours you are watching
Art aside, this is still a television, and Samsung has leaned on its higher-end display tech for the 2026 line. The Frame Pro uses Neo QLED 4K with Neo Quantum HDR, Quantum Mini LEDs for tighter contrast control, and Real Quantum Dot colour. There is also Samsung Vision AI Companion, an on-TV assistant you reach through a dedicated AI button or a long press of the home key on the remote. It can tell you about characters and plot points or handle playback by voice. A Glare Free panel cuts reflections in bright rooms, which matters in Malaysian living spaces that get plenty of daylight, and Q-Symphony syncs the TV with compatible Samsung soundbars.
Designed to disappear into the wall
The Frame name is about the look as much as the tech. Both models carry a Modern Frame Design that resembles framed art, with customisable magnetic bezels that snap on to match your interior. The Frame Pro adds Wireless One Connect, which sends video to the TV from a separate box placed up to 30 feet away, so no cables run to the screen. Samsung’s Slim Fit Wall Mount sits the TV nearly flush against the wall. Samsung’s own 2025 Southeast Asia and Oceania survey found 83 percent of people familiar with The Frame agreed it carries the latest technology, while 75 percent saw it as a premium, elevated piece.
Availability
The 2026 The Frame Pro and The Frame are available now in Malaysia. Samsung has not published local pricing for the new line, but the full range, including the available sizes, is listed on its website at samsung.com/my/lifestyle-tvs/the-frame.
If you have been treating your TV as a necessary eyesore, an Art TV is Samsung’s case that it can be part of the decor instead. Whether that is worth the premium will come down to how much wall time your screen actually gets.