According to TechSpot, LG is unveiling a new “canvas-style” TV called the LG Gallery TV at CES next week, directly rivaling Samsung’s The Frame. It will be a 4K MiniLED TV available in 55-inch and 65-inch sizes, powered by an a7 AI processor. The TV will use LG’s Gallery+ service, which offers over 4,500 pieces of artwork, but requires a subscription for full access, similar to Samsung’s model. LG is including a physical white frame with the TV and developed the Gallery Mode with museum curators to optimize color and brightness. The screen is designed to reduce glare and automatically adjusts picture quality based on ambient light. LG has not yet revealed pricing or availability details.
The art TV playbook is now crystal clear
Here’s the thing: the formula for these lifestyle TVs is completely set. And LG is following it to the letter. You need a specialized matte/anti-glare screen, a curated (and paywalled) art subscription service, some AI gimmicks for personalization, and, crucially, a physical bezel you can slap on to make it look like a picture frame. LG’s even offering an optional wood-colored frame, just like Hisense does. It’s becoming a commodity feature, which is great for choice but maybe not so great for standing out. The real question is whether LG’s Gallery+ library, with its 4,500+ pieces and generative AI tools, is compelling enough to get people to choose it over Samsung‘s established Art Store.
The subscription is the real canvas
Let’s not gloss over the big detail. The full experience is locked behind a subscription. This isn’t a surprise—Samsung’s been doing it for years—but it solidifies the business model. These aren’t just TVs you buy; they’re platforms. LG, Samsung, and others are betting you’ll pay a monthly or yearly fee to keep the “art” on your wall fresh. I think that’s a tougher sell than they let on. Once the novelty of your own AI-generated portrait wears off, how many people are really going to keep paying? For the companies, though, it’s a fantastic recurring revenue stream from a product that usually just sits there depreciating.
Where does this leave OLED?
This is an interesting pivot for LG. They’re using MiniLED tech here, not their famed OLED. Their previous art-style attempt, the 2020 LG GX, was an OLED model. So, what gives? Probably cost and brightness. A big, bright living room with lots of light might not be the ideal environment for a glossy OLED screen meant to look like art. A matte MiniLED panel that can get seriously bright makes more practical sense. But it feels like a bit of a brand dilution. LG’s “Gallery” name was once synonymous with their ultra-premium, wall-mounted OLEDs. Now it’s a lifestyle product line with a different display technology. That’s not bad, just a clear signal of where the market opportunity is.
A crowded CES wall
The Gallery TV is just one part of LG’s CES barrage, which includes new UltraGear monitors and a modular soundbar system. But this TV announcement is the most pointed. It’s LG formally saying, “We want a piece of that high-margin, decor-friendly TV market Samsung created.” The competition is good. It’ll push better screens, maybe better subscription prices, and more frame options. But for the average buyer, the decision might just come down to which ecosystem they’re already in—or which art service has the one piece they really love. We’ll see the final picture at CES.
