LIVE FROM CES 2013: Samsung has vowed to take the user experience it has honed in the smartphone sector and extend it into smart TVs.

This was a key theme for the South Korean consumer electronics giant at a packed press conference in Las Vegas today.

“One screen just isn’t enough anymore, consumers want their content to move between them,” declared Tim Baxter, president of Samsung Electronics America. “The content market is accelerating, and we need to improve the content experience.”

Baxter claimed that Samsung had “reinvented” product categories during a successful 2012. “We outperformed the industry in 2012 and grew share in every category,” he said.

In smart TVs, Baxter said the strategy was about taking concepts such as the touch and speech recognition seen on smartphones and extending them to a household’s “largest screen.”

The vision is to make smartphones and tablets complementary to smart TVs, for example by providing additional content on a “second screen.”

“Samsung’s smart TVs offer more interaction with companion devices than any other smart TV platform,” claimed Baxter.

According to recent figures from IDC, Samsung shipped 66.1 million ‘connected devices’ in Q3 compared to the 45.8 million shipped by its nearest competitor, Apple.

Samsung also used its press conference to showcase its new flagship smart TV, the F8000, a huge 110-inch Ultra-HD TV, and its new ‘Evolution Kit’ device, which allows 2012 Samsung smart TV models to be updated with 2013 features.