Consumer Electronics Show 2016
Content to be king at the CES in Las VegasGetty Images

Samsung and LG will turn their focus on smart TV content at the international Consumer Electronics Show (CES) scheduled to be held from 6 to 9 January 2016 in Las Vegas. Unlike the previous event where both companies showcased the hardware features of their smart TVs, including screen size and resolution, this time they are likely to reduce the promotion of the hardware part, while highlighting the content of smart devices.

The new move comes as there is lack of entertainment content in smart TVs when compared to smartphones, which is said to be the primary reason for putting off consumers, reports the Korean Times.

Recently, both companies gave a sneak peak of new features ahead of the CES event. LG announced that it will showcase an upgraded version of its smart TV operating system, Web OS 3.0 at the CES. The latest Web OS iteration, which is an upgrade over version 2.0 released in 2014, will power the new smart TV to be released next year. One of the notable features of Web Os 3.0 is Majic Zoom function that allows users to zoom in a scene up to five times.

"We will present an unprecedented user experience with the new OS, which offer improved convenience, aiming at leading the smart television market," said Kwon Bong-suk, head of LG Electronics Home Entertainment Business Division.

Samsung's game plan

Samsung has announced that it plans to unveil six games for its smart TV at the upcoming CES convention. The company will demonstrate the games including the Asphalt 8 racing game. It will also team up with Sony to launch more streaming games using the PlayStation Now platform for its smart TV.

"We are also planning to introduce the PS Now game platform here in the near future when there is enough demand for video games," said a Samsung official. He added that users would be able to enjoy as many as 400 streaming games next year.

Kim Young-chan, vice-president of Samsung's visual display business unit, said: "To meet the growing demands for TVs as an entertainment tool, Samsung Electronics will expand partnerships with game companies and offer more diversified game services down the road."