Samsung has announced the launch of its latest flagship Smart TV, the Serif. The lifestyle TV will come in three sizes--43-inch, 49-inch, and 55-inch--and will cost ₹83,900, ₹1.17 lakh and ₹1.49 lakh respectively. It will be initially available only on Amazon, Samsung’s official online store and select Samsung Smart Plazas, and at a special price on the ecommerce platform from July 8-17. The Serif TV has got an iconic 'I'-shaped design, created by a French designer duo, and features a 4K QLED panel, along with NFC and AirPlay 2 for connectivity. It comes with 100% Color Volume, Quantum Processor 4K, HDR 10+ and upscales everything to 4K picture quality. There's voice control on board with Alexa and Bixby built in and other features including multi-view, personal computer mode, multi-voice assist, auto hotspot among others.