(Update 1: Adds more info)

Las Vegas (United States), Jan 6 (EFE).- The two South Korean electronics giants Samsung and LG faced off in another round of their staunch competition to determine the future of televisions, but unlike in the past, on Monday the pair brought different ideas to the table.

The two companies were among the first to open the CES, the world's largest consumer electronics fair in Las Vegas, presenting their new models of TV to be released this year, as well as those that are still only concepts.

Samsung, the manufacturer with the largest share of the world's market, kicked things off with a concept TV that rotates and can take on a horizontal or a vertical position, the latter designed to view content designed for smartphones.

Called "Sero," meaning "vertical" in Korean, Samsung's new device boasts a 43-inch screen, 4K resolution and QLED color, and comes equipped with a stand that allows it to be rotated.

The concept is aimed at younger users who watch content on their phones more than on televisions, who would be able to view content on their portable devices via a large screen.

In order for it to work, the user simply touches the television with their phone, allowing the TV to reflect whatever the phone is showing.

Depending on the content, the screen will adopt either a horizontal or vertical position - vertical in the case of Instagram or Facebook, and horizontal for videos, for example.

In the case of Samsung Galaxy phones, the TV will rotate automatically. The feature has to be activated manually with other mobile devices.

LG's strategy also breaks with trends, but in a different way.

Instead of offering a rotating screen to be able to connect to mobile devices, the world's second largest television manufacturer has come up with a smaller TV.

The new OLED48CX has a 48-inch screen equipped with the company's organic light-emitting diode technology (OLED) - significantly below the 55 inches offered by the smallest OLED model currently on the market.

The quality of the OLED48CX is comparable to that of an 8K TV with a 96-inch screen, the company said as it announced the product, given that the smaller size of the screen allows a higher pixel density and therefore a higher resolution.

As with the other devices in the series, LG's new TV integrates Dolby Vision IQ and UHD Alliance's Filmmaker mode.

Although in recent years the industry has tended to move towards larger screens, some experts in the sector have been calling for the production of models that meet the demands of consumers with limited space in their homes, without compromising on quality.

Apart from their newest products, Samsung and LG did directly compete with similar devices in their second-line presentations, with LG presenting a television with a frame as part of its "Gallery Series" that is reminiscent of Samsung's "Frame."

The "Gallery" devices have an ultra-thin depth of 0.79 inches (20 mm) so that they can hang on the wall like a picture. They can also display artwork when the TV is not being watched and are available in 55, 65 and 77 inches.

Samsung also introduced an ultra-thin Q950TS TV model with a virtually non-existent frame, giving the illusion that the 8K QLED screen goes right to the edges. EFE

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