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Samsung has unveiled the Bendable TV, an 85 in (216 cm) prototype that allows the curvature of its screen to be adjusted by remote control.

The LED (light-emitting diode) set was unveiled at the Consumer Electronics Show in Las Vegas.

LG has also announced a smaller 77 in (196 cm) flexible TV of its own that is based on OLED (organic light-emitting diode) technology.

The firms suggest that a curved screen can enhance the viewing experience.

The tech would allow the sets’ owners to determine how bent the screens should be taking into account how many people were watching them and how far away they were sitting. The screens would have the added benefit of being able to be left flat against the wall when not in use.

LG’s model will go on view when its show floor booth opens to attendees on Tuesday.

However, industry watchers are unconvinced there is a market for such innovation.

Samsung has unveiled the Bendable TV at CES 2014

Samsung has unveiled the Bendable TV at CES 2014

“The challenge for the firms is to demonstrate that the world really needs this,” said Martin Garner, a TV tech consultant from CCS Insight who is attending CES.

“They are, however, a nice attempt at differentiation.”

Neither of the two South Korean manufacturers have given a projected price or release date for the user-bendable TVs.

They both, however, offer versions with a fixed curvature.

The two companies are showing off new giant-sized 105 in (267 cm) concave-screened versions in the extra-wide 21:9 aspect ratio.

Samsung said such a design delivered the “most immersive viewing experience” possible.

However, a demonstration of the equipment went awry when it invited Michael Bay, director of the Transformers movies, on stage at its press conference.

Joe Stinziano, senior vice president of Samsung Electronics, told the crowd: “Welcome to Vegas, it’s a live show folks.”

Michael Bay later wrote a blog giving his take on the mishap.

“Wow! I just embarrassed myself at CES,” he wrote.

“I got so excited to talk, that I skipped over the Exec VP’s intro line and then the teleprompter got lost.

“Then the prompter went up and down – then I walked off. I guess live shows aren’t my thing.”

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Samsung has launched Galaxy Round smartphone with a curved display screen.

The Galaxy Round will feature a 5.7in display.

The launch comes just days after rival LG said it would begin production of curved-screen phones next year.

Digital display technology has been progressing towards curved screens. Both Samsung and LG already offer curved organic light-emitting diode (OLED) television sets.

Samsung Electronics said the curved screen display would help consumers use some of the features on the phone, including those that enable users to check information such as date, time and missed calls when home screen is off, with more ease.

Samsung has launched Galaxy Round smartphone with a curved display screen

Samsung has launched Galaxy Round smartphone with a curved display screen

At the same time, users can also change music tracks on their phone, even while its display is off.

The Galaxy Round will initially be launched only in South Korea. The firm gave no indication of its plans for a global launch.

The global smartphone market has been growing rapidly.

According to research firm CCS Insight, worldwide smartphone sales will hit nearly 1 billion in 2013 – accounting for more than half the total of 1.7 billion mobile phones sold.

As result, smartphone manufacturers have been keen to offer new products to win consumers.

With display technology moving towards flexible and bendy screens, it is one area that companies have been looking at.

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