South Korean technology company Samsung has teased what it is calling a revolution in TV design, to be unveiled at the Consumer Electronics Show (CES 2013) in Las Vegas.

A video on Samsung's YouTube page shows a number of anthropomorphized television sets, most of them in a widescreen 16:9 format that currently dominates the marketplace, racing across town to see Samsung's latest TV.

At the end of the video, we see a device taller than it is wide covered by a white sheet, as the upper portion of its display lights up.

The video follows a press release from the company over the weekend, which has a picture of a transparent "portrait" shaped TV set.

"A true innovation of TV design is coming up with an unprecedented new TV shape and timeless gallery design," said Samsung.

TVs will be big news at this year's CES 2013 trade show, taking place between Jan.8 and Jan. 11.

LG, Samsung's main rival, is expected to showcase a new TV offering. The new LG CINEMA 3D Smart TV will be powered by Google TV and will have NFC support for easily transferring content between devices.

Not much is known about Samsung's "unprecedented" new TV and there is no indication whether it will actually reach the market. The company has brought various prototype TVs, such as OLED screens, to CES in previous years, but has generally stuck with LCD for its commercial range.

You can see the teaser trailer for Samsung's new TV in the video below.