It seems Samsung Electronics is trying to put their Galaxy Note 7 fiasco behind them by focusing on TVs and smart kitchen appliances.
The firm unveiled its new Super Ultra HD TV with Quantum Dot technology - or QLED TV - which Samsung says represents its best achievement in image quality and viewing experience yet.
"With picture, this is the the best picture quality that Samsung has ever put into a television. We are going to give it a much wider contrast. Much deeper blacks. Much brighter brights with optimal peak brightness, achieving up to 2000 nits,"
At its press conference, Samsung also said the TVs can be wall-mounted with minimal gaps.
It also announced an improved smart hub system that allows users to catch up on the latest programs, movies and sport.
But rival LG Electronics is not backing down.
It also unveiled its SUHD TV lineup with nano cell display technology, which LG says reduces screen glow and claims has better picture quality than Samsung's QLED.
The firm also showed off its ultrathin OLED W TV, which is less than three millimeters thick.
"What we are showing here at CES 2017 is what we call our W7, or nicknamed wallpaper, OLED TV. We nicknamed it wallpaper because it takes the OLED panel itself, strips everything else away, and is able to be mounted directly on the wall."
The two firms are also battling it out on the home appliance front.
Samsung introduced Family Hub 2.0 a new series that expands the firm's smart refrigerator models from four to ten.
New features include View Inside Camera and buying groceries as well as improvements in recipe browsing and shopping lists.
LG's latest Smart InstaView fridge houses Amazon's virtual assistant Alexa, allowing it to be told to play music and buy goods via voice command.
It also reminds owners of birthdays and anniversaries and when products inside are nearing their expiration dates.
These are just a fraction of products that will be showcased at CES 2017
with eyes also turning to autonomous vehicles, virtual and augmented reality, smart beauty products, among others.
Ro Aram, Arirang News.