Samsung has the hype machine running in full gear for ahead of its TV launches for CES 2013 next month. After posting a teaser video last week, it has now followed up with the promise of an “unprecedented new TV shape and timeless design”, as noted by The Verge.

The posts doesn’t provide any further details, though the accompanying image of a portrait-oriented translucent frame could provide a few hints. A translucent TV might be a hard sell, though, since it would really only offer a view of your wall or VESA mount.

samsungtvteaser 520x324 Samsung teases innovative design for upcoming TV launch at CES

Samsung’s also set to revamp its Smart Hub platform at CES. The new hub will be arranged into five categories: Movies & TV Shows, Apps, Social and Photos, Videos & Music.

The Korean electronics maker had previously teased that “something new” is coming at CES, though it’s not clear whether that was pertaining to TVs or mobile devices. At last year’s CES, it unveiled a bunch of products, including a 55-inch Super OLED television.

After enjoying a flatscreen boom, the TV industry has struggled in recent years as customers have hung onto their current sets. Consumers did buy new TVs in droves this Christmas, though, as Amazon reports that it sold enough sets to cover all the fields of every NFL stadium.

In April, Samsung spun off its display business as a separate entity, thereby creating the world’s largest display company.

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