When Samsung prebriefed a few dozen journalists about its new TV sets during a private event on the sidelines of the 2014 CES in Las Vegas Sunday night, executives marveled about the picture quality of the company’s curved displays and the pixel density of 4K. However, they barely even mentioned apps and other smart TV features – with one exception: Samsung’s new 2014 TVs allow viewers to check out related web and YouTube(S GOOG) content while watching live TV.

The awkwardly named “Multi-Link Screen” feature essentially launches a split screen. A web browser can take over the right half of the screen, launch Microsoft’s(s MSFT) Bing search engine, and automatically suggest search queries relevant to what’s playing on the left side. Similarly, launching YouTube in link-screen mode gives users a split screen with suggested clips that are relevant to what’s on air right now.

This may seem a bit gimmicky…