Before now, Samsung usually reshuffles top roles in December, but this recent decision came midyear. The company did not give a reason.

Won-jin moves into the role from Samsung’s Global Marketing Office. Before joining the company in 2014, he worked at Google, where he held senior positions, including a leadership role in Korea. 

Over the years, he has been linked to the growth of Samsung’s TV and mobile services operations.

His appointment also breaks the tradition of placing engineers in charge of Samsung’s TV division. This time, it has chosen someone with a background in marketing, content and services.

Samsung’s TV business is facing slower demand and higher costs. The company said last month that profit from its TV segment fell in the first quarter, as material expenses increased and sales did not keep pace.

Competition is also getting worse as Chinese brands such as TCL Electronics and Hisense are expanding quickly, helped by strong domestic demand and lower pricing. At the same time, Sony has entered a new partnership in home entertainment, adding pressure across the market.

Samsung still leads global TV shipments, a position it has held since 2006. However, the gap is narrowing with Chinese manufacturers gaining share and expanding into more markets.

Inside the company, the TV and home appliance division recorded losses in late 2025, including a sharp deficit in the fourth quarter. It returned to profit in the first quarter of 2026, but the recovery is still fragile.

In response, Samsung is adjusting its strategy, cutting back on lower-margin production and focusing on markets where it performs better, including the United States. Reports have also shown the company may scale down or stop TV sales in China this year.

At the same time, Samsung is putting more weight on services. Platforms such as Samsung TV Plus and its Art Store are expected to generate steady income beyond the hardware sales business. The company is also expanding artificial intelligence features across its TV range, from premium models to entry-level sets.

Marketing will play a bigger role as well, with major events like the 2026 FIFA World Cup approaching, Samsung is likely to step up promotions to drive demand.

Features

TCL C645 delivers genuine cinematic colour made from over a billion colours and shades (all of the colours that cinema cameras can capture). It delivers an enjoyable level of brightness that even in midsummer when the sun shines into the room, users still can see clear pictures with vivid colours.

In addition, C645 is equipped with HDR10+ for a superior High Dynamic Range (HDR) experience delivering great contrast, vivid accurate colours, but also shadow and finest details.

With Dolby Vision, C645 enhances the demonstration of Dolby exclusive contents, by displaying a greater number of colours, increasing contrast, and boosting brightness levels, as if in a theater rather than just at home.

To complete the image quality, featuring high quality speakers, users can enjoy immersive Dolby Atmos sound quality or pass it through TCL soundbar, to enjoy a sound that moves all around with breathtaking realism.

The engine driving these enhancements is TCL’s AiPQ Engine 3.0 with 5 ground-breaking Ai-Picture-Quality optimization algorithms including extreme contrast, crystal clarity, vivid colours, silky-smooth motions, and multiple HDR support, enables C645 process contents with stable and high-quality 4K resolution.

Meanwhile, Game Accelerator technology gives you a smoother gaming experience with a refresh rate of up to 120Hz.

TCL C645’s MEMC, advanced motion enhancement algorithm, steps up to the plate while users are watching sports or fast-paced movies or video games, to help reduce motion display blur and keep motion trails to a minimum.

There are a lot of ways to get the best 4K HDR picture quality on TV: HDR10, HDR HLG, HDR10+, HDR Dolby Vision. This TCL TV supports them all! With multi-HDR Format, new TCL C645 delivers the best 4K HDR picture quality on TV and always supports the best format whatever users watch Dolby Vision contents on streaming services.

C645 is also a smooth and responsive screen offering an optimized gaming experience: with HDMI 2.1 and ALLM, gamers will experience lowest latency and the best picture settings for gaming, automatically. On C645, 120Hz Game accelerator is achieved via unique algorithms and TCL technology.

This new TCL QLED 4K TV comes with Google TV, meaning that users will get endless content options (movies, shows, TV, and more) aggregated across streaming services. Users will also discover new movies and shows with suggestions based on what they have watched and what interests them.

They can even add to their Watchlist right from their phone, so their recommendations are always up to date. This new Series is also equipped with advanced and integrated Hands-free voice control combined to Google Assistant built-in, to make users’ life smarter and easier.

Finally, to integrate easily into any interior, the elegant bezel-less luxury design of TCL C645 comes with an adjustable dual position stand allowing to place a TCL soundbar or fit this large screen TV on any smaller surface at home.