Samsung has declared that it is committed to the production of curved screen television sets, Digital Spy reveals.

The company's marketing chief Michael Zoeller insists that the display technology is more than a fad, and provided sales figures to prove it.

Samsung sold more than 200,000 curved TVs in December of last year, and is planning to launch these sets in a wider range of sizes in 2015.

"The curve is here to stay, it is the future," Zoeller said at the company's European Forum. "Many were sceptical, and that's just a human response to something unusual, but now the heightened immersive experience and improved picture quality has persuaded the public."

Samsung also claims that the average size of TV sets in European living rooms is on the rise, with between 48 and 55 inches expected to be the norm by 2020.

Despite Samsung's investment, curved TV sales are expected to represent just 1% of all sets shifted this year.