Samsung S85F OLED vs Haier M90E

As an OLED, the Samsung S85F can shine – literally. In favourable conditions, it can generate brightness exceeding 750 nits. This is significant because most films are created with displays aiming for around 1000 nits. In practice, this means that in scenes with moderately large, bright elements, the picture can look absolutely stunning. However, it's not always so rosy. When an enormous amount of light appears on the screen – whether it's an expansive, bright background or an entire frame filled with white – the S85F must tone it down. Brightness can drop by even four times in such scenes. This limitation is well-known to anyone familiar with OLEDs in this price segment, so we don't view it as a particular fail. However, something that deserves praise is what sets this model apart from the competition – colour gamut coverage. Thanks to the QD-OLED panel, our colour meter indicated values exceeding 100% coverage of DCI-P3 and an impressive 86% for the ultra-wide BT.2020 palette. Such results are hard to find even in televisions that cost several times more.

Haier M90E is a television that doesn’t lack brightness. In most film scenes, peak luminance exceeds 1000 nits, which gives the image a distinct "punch" and high dynamics. This performs really well with typical bright HDR material. However, one must take into account the previously mentioned dimming algorithm. In scenes that are not evenly flooded with light – for example, when displaying individual stars on a black sky – the high brightness highlights the shortcomings of zone control. Instead of a precise light point, we often see a distinct halo effect around bright objects. Despite these drawbacks, the overall presentation of the image can be pleasing, thanks in large part to the colour reproduction. The manufacturer has applied a PFS phosphor coating, which allows for wide coverage of the colour palette. In our measurements, the coverage of the DCI-P3 space reached a solid 95%.

Samsung, as befits a manufacturer with ambitions, has equipped the S85F with a mode called Filmmaker. Its task is simple: to make the colours on the newly purchased television as faithful as possible to what the director intended to show us. Sounds great… but, as is often the case, a theory that sounds wonderful doesn’t always translate into perfect practice.

In the tested unit, it quickly became apparent that the image – due to an excess of blue and red – looked as if someone had gone a bit overboard with the saturation. As a result, there were quite significant colour errors, particularly in 4K content. On top of that, there was an issue with brightness – the S85F could brighten most scenes more than it should, stripping them of the intended mood.

Fortunately, Samsung televisions, including the S85F, offer an impressive number of settings for advanced calibrators. This means that we could see what this panel is really capable of when it gets into the right hands.

For the measurements, we chose the Film mode, which is supposed to provide an image closest to the intentions of the creators. Unfortunately, in the case of the M90E, its characteristics – besides the reduced brightness – differ little from the Dynamic mode. In both SDR and HDR materials, the image is noticeably tinged with a cool blue hue. The white balance is heavily skewed towards blue, reminiscent of typical, aggressive "store" settings. This results in unnatural skin tone reproduction and makes the image tiring to the eyes during longer viewing sessions. The way brightness is managed also negatively impacts colour fidelity. The TV struggles to maintain proper levels – small details are often too dim, while larger, bright areas of the image become overexposed. These deviations in the brightness curve, combined with the cool white balance, lead to very large colour reproduction errors (DeltaE) in the factory settings.

Thanks to the huge number of settings in the menu, we managed to bring the S85F almost to perfection. White balance in SDR content? Literally perfect – deviations do not exceed a value of "1". So we can confidently say that in materials with not too high dynamics, we have an image that's close to reference.

In HDR content, minor issues appeared, but they don't have much significance in practice – most errors fall below the threshold of perception, which is a value of "3". We also managed to tame the S85F when it comes to brightness management – the EOTF curve, even in films, holds nearly perfect straight line. This is one of those cases where after calibration, you can comfortably forget about the settings and simply watch movies and series at the highest level.

Haier M90E clearly improves after undergoing professional calibration, especially for SDR content. The television's menu offers a sufficient number of tools to effectively correct factory errors. We managed to "tame" the white balance and eliminate the dominant blue glow. We also adjusted, albeit to a lesser extent, the gamma curve, which allowed us to recover some details in the shadows that were too heavily dimmed in the factory settings. The final effect in SDR is a significantly more natural and pleasing image. In HDR mode, the success is only partial. While we managed to improve the white balance here too, color reproduction errors (Color Checker) remained at a high level. Analysis of the EOTF curve (responsible for brightness in HDR) points to the cause of the problem: the television imposes its own interpretation of the signal and does not provide tools to modify this curve. The source of high errors is not the calibration itself, but the specificity of the device – aggressive and imprecise zone dimming interferes with measurements and is "stiffly" embedded in the characteristics of this model.

The tone transition smoothing function in the S85F works really effectively – it can completely eliminate the problem of visible banding in very poor quality material, such as from YouTube. Unfortunately, even the lowest level of this option comes with compromises. The noise reduction is so aggressive that it can smooth out film grain, which many of us consider to be an element of the cinematic atmosphere. At the “Standard” level, we didn’t notice this function removing anything significant from the image, so we can recommend this setting. On the other hand, the “High” level is a different story – it can smooth out not just noise, but also small, desirable details like, for example, the texture of objects.

When it comes to image scaling, the S85F performs very well. The material looks sharp, and the only slight imperfection is the barely noticeable aliasing of edges. And there’s the ongoing issue with Samsung televisions – overscan. This can cause some scenes to be slightly cropped, which is worth noting when watching very old content.

The evaluation of the image processor must be divided into two distinct aspects, as the Haier M90E behaves inconsistently here. The first issue is the upscaling itself, which is the process of scaling lower resolution content to 4K. In this task, the television performs quite decently. The algorithms effectively enhance detail, making the final image relatively sharp, clear, and readable. In this respect, it’s hard to have major complaints about the device.

The situation is completely different with materials that have a high degree of compression, which we encounter in older recordings or on platforms like YouTube with a lower bitrate. Here, the processor struggles with smoothing tonal transitions and masking the imperfections of the source. The television fails to hide compression blocks, resulting in a very harsh, "digital" character of the image. The lack of effective artifact reduction can certainly deter viewers from watching lower quality content on this screen.

S85F is an incredibly fast television – and that’s not just empty hype. Thanks to the 120 Hz OLED panel, dynamic scenes, whether in games or while watching a live match, look just as they should – smooth, sharp, and without the feeling that something is "slipping" out of frame. The lightning-fast pixel response time, typical of OLEDs, plays a big role here. Transitions between frames are virtually instantaneous, and the image remains clear even during the fastest camera movements. A ball flying across half the field? A car speeding in a chase scene? Everything here is clear and free of the typical "trail" associated with LCDs.

This is exactly what we expect from a good OLED – zero compromises when it comes to motion smoothness. The S85F gives the impression that regardless of the pace of action, we can focus on what’s happening on the screen, rather than on the imperfections of the image.

Haier M90E is equipped with a simple yet functional motion smoothing system (MEMC). In the settings menu, users will find a three-level adjustment scale: low, medium, and high. This allows for adjusting the level of intervention in the image to personal preferences – from gentle smoothing of 24p films to maximum fluidity (soap opera effect). The system operates stably and fulfills its purpose in typical applications.

[UPDATE] We have updated our 2025 Samsung TV reviews following the release of firmware version 1131, which officially restores the essential HGiG (HDR Gaming Interest Group) support.

S85F has practically everything on board to become the dream screen for gaming. Four full HDMI 2.1 ports with a bandwidth of 48 Gb/s, support for VRR, ALLM, a super-detailed Game Bar that clearly shows all parameters – plus a gem in the form of Game Motion Plus. This motion smoother makes animation in games more enjoyable, while input lag increases slightly. It's a rare combination, and that’s a big plus for Samsung. Perhaps Samsung will fix this in the next update – and we have high hopes for that. Because if HGiG comes back, the S85F will become nearly the perfect TV for gamers.

From a hardware perspective, the Haier M90E is a solid offering. The television is equipped with two full-bandwidth HDMI 2.1 ports, which ensure support for key technologies: VRR (variable refresh rate) and ALLM (auto low latency mode). Another plus is the correct implementation of Dolby Vision for gaming, which maintains a relatively low input lag. Problems arise with the software configuration. The biggest drawback is the forced, continuous dynamic tone mapping by the television's processor. This prevents proper HDR calibration from the console using system panels (HGiG) – the television ignores source settings and processes the image in its own way. We also noted deficiencies in the interface: the M90E does not have a typical "Game Bar" (overlay with parameters), which is standard among competitors. Cooperation with Xbox consoles has also proven problematic with atypical parameters – the device struggles to properly display 1440p resolution at 120 Hz refresh rate. Despite the aforementioned software shortcomings, the Haier M90E remains a very attractive screen for gamers. The final reception is saved by a solid hardware foundation. Native refresh rate of 144 Hz and the presence of full-featured HDMI 2.1 ports are advantages that are crucial in everyday use. If we are looking for a television that provides high fluency and supports 4K signal, this model will do its job.