Samsung TV Switch: New Boss, Old Problems

Samsung Electronics changed the head of its television unit after a drop in profits. The new leader, Won‑Jin Lee, was formerly the head of global marketing and will now run the Visual Display business. The outgoing chief, Yong Seok‑woo, will stay on as an adviser in the Device Experience division to focus on artificial intelligence and robotics. Samsung still dominates TV sales, holding 29. 1 % of global revenue in 2025 and a strong lead in premium models. Yet the company’s first‑quarter earnings showed weaker profits, blamed on flat demand and higher material costs. The announcement that a marketing veteran would take over signals a shift in strategy. Instead of fighting competitors with more expensive hardware, Samsung plans to lean on software and services. Lee’s background in branding and content suggests the company wants its TVs to become part of a broader media ecosystem, using platforms like Samsung TV Plus and advertising. The goal is to turn each TV into a recurring revenue source rather than a one‑off hardware sale.At the same time, Samsung is looking ahead. Yong’s new role in AI and robotics hints at a future where living‑room devices are more than screens—they could be interactive interfaces that combine displays, sensors, and content. This move reflects the company’s interest in emerging technologies such as edge‑AI chips. The success of this reshuffle will be judged by three things: first, whether Samsung’s service income grows; second, if the company keeps its premium share against rivals like TCL and Sony; third, whether AI and robotics projects start to blend with TV offerings. If Lee’s approach works, Samsung could transition from a pure hardware maker to a platform leader.