Samsung unveiled its latest innovation in display technology this week at CES 2024 — a new OLED TV with a glare-eliminating screen coating that promises to make annoying reflections a thing of the past.

The new S95D QD-OLED TV features Samsung’s new “OLED-optimized, low-reflection technology” which uses a specialized hard coating and surface pattern to deliver stunning OLED picture quality without glare, even in sun-drenched rooms.

In side-by-side demos, Samsung subjected the S95D to a torture test, placing bright lights directly next to the set. Yet the picture remained visible with barely any noticeable glare or reflections.

The S95D matches the vivid colors and inky blacks of OLED with Samsung’s quantum dot technology to achieve higher brightness levels up to 144Hz refresh rates. Samsung claims the accuracy has been validated by color experts at Pantone.

The nearly bezel-less S95D also comes packed with Samsung’s latest display innovations like faster processors for AI-enhanced upscaling and Tizen smart software for personalized recommendations. An external One Connect box feeds everything to the screen through a single thin cable.

For those seeking pure performance over design flourishes, Samsung also announced the step-down S90D OLED which shares the same quantum dot panel and glare-resistant coating.

The S95D and S90D OLED TVs are expected to ship later this year. Pricing has yet to be announced.