Samsung announced a new 98-inch model of its S9 line of Ultra HD TVs at the IFA electronics show on Thursday

Pushing to make the industry dream of 4K TVs a market reality, Samsung unveiled a mammoth new 98-inch S9 model on Thursday at the IFA electronics show and, perhaps more notably, an OLED prototype with the higher screen resolution.

TV makers, eager to find a new selling point for TVs now that flat panels are no longer a novelty, are hoping that quadrupling the number of pixels to the 4K range — 4,096×2,160 is one option — called Ultra HD or UHD. That’s a notable change, as long as you’re sitting close enough to your TV, but the OLED (organic light-emitting diode) shift is potentially bigger since it uses a higher-contrast technology with much deeper blacks than today’s LCD panels.

OLED has proved hard to bring to market, though, which is why it’s significant that Samsung showed the OLED UHD TV. It’s only a proof of concept, not a real product, but it indicates that the company is getting a grasp on manufacturing. It “demonstrates our technology leadership,” said Michael Zoeller, Samsung’s European marketing director for TV and audiovisual products.

The company said the technology “represents an unprecedented leap forward for picture quality and sharp contrast with its self-emitting pixels and natural motion,” but the real proof of its merits will come when somebody can buy it, and buy it in a large enough size that the 4K resolution isn’t just pixel overkill.

Closer to store shelves is the 55-inch Curved OLED, a TV with a conventional HD resolution of 1080p but an unconventional bowed shape. It’s already on sale in South Korea, but it costs more than $13,000.

“Ladies and gentlemen, the future is not flat,” Zoeller said. “Its curve makes the perceived size of the image larger,” and the OLED technology means “there is life in every pixel.”

In the 4K flat-panel realm, Samsung debuted its new 98-inch UHD screen. It’s a relative of the gargantuan 110-inch S9 TV unveiled at CES in January, but the 98-incher will presumably have a price between that top-end model and the smaller 85-inch alternative, the UN85S9.

Samsung also announced European pricing for two smaller UHD models, the 55-inch and 65-inch F9000 TVs, that cost 4,000 and 6,000 euros, respectively (that’s about $5,270 and $7,912 in U.S. currency). They’re now on sale.

Updated TVs are nice, but the news pales in comparison to Wednesday’s headline news from Samsung’s first press conference, the $300 Samsung Galaxy Gear, a smart watch that pairs with Samsung phones and comes with several apps.Also prominent was the announcement of the Galaxy Note 3 and the Galaxy Note 10.1, a stylus-equipped phablet and tablet, respectively.

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