’s Sero TV, which can able to switch between landscape and portrait orientations depending on what kind of content you’re viewing, has gone on sale in the UK. states that the 43-inch TV is available for £1,599. That’s a lot considering the TV’s comparatively tiny screen size, but you’re still receiving a 4K QLED panel.

The has been available in Korea for a little time now, but back at CES 2020, Samsung declared that it would be delivering the TV to the US and other global markets.

The thinking is that the TV’s portrait orientation will mean it’s better at showing Instagram stories, TikTok videos, Snapchat content, and any other videos typically shot vertically rather than horizontally.

If you’ve got a “compatible smartphone,” like a Samsung Galaxy phone, you can tap it against the TV’s frame to begin screen mirroring, and the TV will automatically rotate to match the phone’s orientation.

iPhone users, meanwhile, will have to use a remote, voice command, or the SmartThings app to manually rotate the TV and then use a protocol like AirPlay 2 to stream content.

It’s a neat idea, but this “lifestyle” TV probably won’t be for everyone. Plenty of people don’t like vertically shot videos in the first place.

The tv includes a 4.1-channel, 60-watt front-firing speaker system, though, so at least Samsung is setting the space to good use.

US availability for the Sero has yet to be published, but if you expect to get your Sero TV in the UK, Samsung says it’s free from selected retailers as well as its online store.