Samsung and MSC Cruises win first place in an indoor LED project for their custom LED display

Samsung Electronics and MSC Cruises were awarded on Monday for ‘Best Overall Customer Experience’ from Daily DOOH, an industry publication, in recognition of their innovation in digital signage.

Samsung provided interactive touchscreens, digital signage and over 2,400 in-cabin TVs throughout MSC Grandiosa, the latest and largest flagship of MSC Cruises, as part of its longstanding partnership with the company. MSC Cruises had launched the MSC for Me digital ecosystem in 2017 to bring the latest connected cruise experience to its guests.

The project’s crowning achievement is located at the ship’s indoor promenade, the central social hub of the ship, where the custom 93-meter Samsung curved LED IF040H-D display is installed on the ceiling. The display has been dynamically designed to create an awe-inspiring atmosphere at all times, and it showcases mesmerizing visual performances three times a day.

“The longest LED sky at sea is one of the unique features of our Meraviglia generation ships, including MSC Grandiosa, topping the Mediterranean promenade and creating a one of a kind experience for our guests,” said Luca Pronzati, chief business innovation officer at MSC Cruises. “We worked together with Samsung to create this core element of the multi-use space, using state-of-the-art technology. This helps to create different ambiances and atmospheres throughout the day and night, while also playing a key role in the ship’s entertainment schedule with its range of mesmerizing shows.”

“Samsung technology is an integral part of giving passengers a completely unique and memorable experience on board many of MSC Cruises’ ships,” said Seog-gi Kim, executive vice president of visual display business at Samsung Electronics. “From the moment they board and throughout their trip, the passengers will be viewing and interacting with Samsung displays that feature superior picture quality and intuitive usability.”

Samsung is developing AI ScaleNet capability, enabling seamless, high-resolution 8K streaming

As the world enters the era of 8K TVs with sales of 8K displays steadily increasing, TV manufacturers are constantly adding more offerings to the mix, the 8K market is expected to continue to grow. 

There are, however, a few challenges that need to be addressed before viewers around the world will be able to enjoy 8K’s stunning visuals in their entirety. First, more 8K content will need to be produced, and second, network connections need to be made capable of supporting the seamless streaming of 8K movies and shows.

To address these issues, researchers from Samsung Research, an advanced R&D hub within Samsung Electronics’ SET Business, have developed an AI Codec known as AI ScaleNet. First introduced at SDC19, this capability enables delivery of 8K content on networks that typically support only 4K speeds, without the need for additional infrastructure.

To learn more about AI ScaleNet’s development process and potential applications, Samsung Newsroom interviewed Kwangpyo Choi and Youngo Park – researchers from Samsung Research’s Visual Technology team, and the first individuals to suggest and develop this type of innovative technology.

AI ScaleNet utilizes deep learning technology to minimize data loss during compression and enable 8K content to be streamed on networks with lower bandwidth capabilities.

Here’s how it works, in a nutshell: 8K content is compressed to 4K quality using an AI downscaler and transmitted to the user’s TV, which utilizes AI to upscale the content back to 8K quality. When asked to describe the inspiration for the technology, Kwangpyo Choi, a researcher from Samsung Research’s Visual Technology, specified a need for a new video compression and transmission technology in order to accommodate the evolving media landscape, and to address related technical challenges.

“Multimedia content is rapidly moving online, so figuring out how to overcome bandwidth limitations for UHD content transmission has become a major task,” said Choi.

“With AI ScaleNet, users will be able to enjoy 8K-quality content, even at lower bandwidths,” added Youngo Park, another Samsung researcher. “In fact, during periods of high network traffic, when speeds tend to drop, viewers can still expect content to be presented at a relatively higher quality.”

AI ScaleNet addresses bandwidth limitations within modern network infrastructures with what’s known as an adaptive AI Codec. “AI Adaptive Bit Rate Streaming refers to AI technology that adapts to various bandwidths and adjusts the resolution to enable seamless streaming,” said Choi.

The difference the technology makes is especially clear when using over-the-top (OTT) services, where viewers typically notice changes in picture quality. As Choi explained, however, Samsung’s AI Codec and AI ScaleNet technology utilize AI that adapts to changes in bandwidth and optimizes quality, so users enjoy the highest-quality streaming experience possible.