This article originally appeared on ABACUS People love short videos on their smartphones. So it’s only natural that they’d love those same videos on TV… right? That’s the idea behind a new (well, kinda) consumer product segment at CES this year: TVs that rotate to give people a vertical screen. Major Chinese TV makers Hisense , Skyworth and TCL all showed off vertical TVs at this year’s Consumer Electronics Show. They allow users to connect their smartphones to the TV and watch all their favorite portrait-mode videos from apps like TikTok and Instagram Stories on a much larger screen. And when you’re ready to watch normal television again, just rotate the screen back to horizontal orientation. While this might seem like a concept made for China, the home of TikTok-maker ByteDance, it actually originated from South Korea. Samsung was the first to introduce the idea in April last year . Samsung’s Sero, a 43-inch 4K QLED TV that rotates vertically, was launched in May 2019 in South Korea, where it costs 1,890,000 won (US$1,629). It’s reportedly also getting a release in the US and some other countries later this year. We asked Hisense, Skyworth and TCL about their rotating TV launch plans, but they didn’t respond. Reactions from some commentators so far haven’t shown much excitement about the new TV design. On Chinese social media, there’s been hardly any reaction at all. (Although TVs generally generate less buzz than, say, smartphones.) But some people see why rotating TVs might be useful. Sophie Pan, research manager at IDC, thinks that a rotating screen will actually help improve user experience, especially for heavy users of social media content. And it might even stimulate more content innovation for portrait videos, she said. But pricing is an important factor for the products, she added. “After all, it’s icing on the cake,” Pan said. She added that despite the display’s performance enhancement, it still serves the primary function of a TV. Purchase the China AI Report 2020 brought to you by SCMP Research and enjoy a 20% discount (original price US$400). This 60-page all new intelligence report gives you first-hand insights and analysis into the latest industry developments and intelligence about China AI. Get exclusive access to our webinars for continuous learning, and interact with China AI executives in live Q&A. Offer valid until 31 March 2020.