Samsung India is driving awareness and action around responsible e-waste disposal through employee engagement, consumer outreach and sustainability partnerships.

As electronic devices have become an integral part of everyday life, much of this electronic waste remains stored in homes or is disposed of improperly, making it an often-overlooked environmental concern.

This World Environment Day, Samsung India is encouraging consumers and employees to take action through a nationwide awareness campaign focused on responsible e-waste disposal and recycling.

As part of the initiative, Samsung has partnered with authorized recyclers to organize e-waste collection drives across its head office and branch offices in eight major cities. Employees and consumers are being encouraged to responsibly dispose of unused electronic items and contribute to a more sustainable future. Participants will also receive a plant sapling as a symbol of environmental stewardship.

What is e-waste?

E-waste, or electronic waste, refers to discarded electrical and electronic devices such as mobile phones, laptops, televisions, refrigerators, washing machines, chargers, batteries, cables, and other electronic accessories that are no longer in use, broken, or have reached the end of their life.

Awareness Campaign

To further build awareness, Samsung is organizing drawing and quiz contests for employees around the theme of environmental sustainability and responsible recycling.

Samsung is also reaching consumers through a digital awareness campaign that highlights the importance of proper e-waste disposal. The campaign showcases Samsung’s Care for Clean India initiative, which offers free doorstep pickup of bulky end-of-life appliances, making responsible recycling easier and more convenient.

In addition, Samsung has partnered with sustainability advocates and digital creators to amplify awareness around e-waste management and encourage environmentally responsible practices.

This World Environment Day, Samsung India invites everyone to make the invisible visible by responsibly recycling old electronics and helping build a cleaner, greener future.

What happens to my personal data if I hand over my device?

Before handing over your device for e-waste recycling, we recommend backing up and deleting all personal data. Samsung does not access, store, or recover personal data from devices collected for recycling. Users are responsible for ensuring that all personal information is removed from their devices before disposal.

Samsung India today announced the launch of its full 2026 Vision AI TV lineup, spanning Micro RGB, OLED, Neo QLED, The Frame, Mini LED and UHD TVs. With today’s launch, Samsung is expanding AI-powered features across all its models, bringing smarter picture, sound and personalised viewing experiences to more consumers in India. Samsung is the Global No. 1 TV brand for 20 consecutive years.

The expansion of Vision AI Companion (VAC) features across Samsung’s 4K-and-above TV line up, reflects  the brand’s broader strategy to make AI a central part of the TV experience. The expansion brings AI-powered viewing to more categories, screen sizes and consumer needs.

“With our 2026 lineup, Samsung is setting a new benchmark for AI TVs in India, tailored to meet the unique needs of Indian consumers. Our Vision AI TVs go beyond entertainment to deliver practical benefits in everyday life, helping users find what they want faster, enjoy content more easily, and make the most of their TV time. These TVs seamlessly integrate local content platforms, enhance multilingual support, and offer energy-efficient solutions for India’s diverse living environments,” said Viplesh Dang, Vice-President, Visual Display Business, Samsung India.

Vision AI Companion Brings Smarter, More Immersive Viewing

Vision AI Companion (VAC) brings together Samsung’s broadest range of AI service platforms, including Bixby, Perplexity and Microsoft Copilot, to make the TV experience more intelligent and personalised. Designed to work alongside users as an entertainment companion, Samsung’s Vision AI Companion helps users guide what to watch, what to eat and what to listen to, extending the role of the TV beyond viewing alone. The AI TV lineup also brings AI-enhanced entertainment features to movies, sports and gaming.

• AI Upscaling Pro uses AI to analyse and enhance low-resolution content in real time, delivering greater detail, depth and contrast, while Color Booster Pro analyses and categorises scenes to provide more vivid, lifelike colour.
• AI Soccer Mode analyses match scenes in real time to optimise picture and sound for smoother ball movement, vivid colour and more immersive stadium audio.
• AI Sound Controller Pro analyses dialogue, background music and sound effects in real time, letting users adjust elements such as commentary and crowd noise for a more immersive experience.

Micro RGB: Defining the Future of Premium Picture Quality

The debut of Micro RGB in India expands Samsung’s premium TV experience across a wider range of screen sizes, bringing highly precise colour, brightness and immersive AI-powered viewing to more consumers. Available in the R95H and R85H series in sizes from 55 to 115 inches, Micro RGB is built on Samsung’s proprietary Micro RGB Technology, which uses individually controlled red, green and blue micro LEDs to deliver highly precise light control, richer detail and more natural colour. Additionally, Glare Free technology minimises light reflection in bright environments, helping preserve a clear viewing experience across a range of lighting conditions.

Micro RGB also brings Vision AI Companion (VAC) and other AI-optimised features to Samsung’s premium large-screen category, adding more intelligent and personalised viewing experiences. Micro RGB AI Engine Pro fine-tunes colour, motion and depth, so viewers stay immersed in every scene. With Micro RGB Precision Color 100, colour expression appears fuller and more lifelike, with support for 100% colour coverage of the industry benchmark BT.2020.

Micro RGB Color Booster Pro and Micro RGB HDR Pro leverage Samsung’s AI technology to further refine picture quality by optimising colour and contrast scene by scene, helping deliver more vibrant visuals across a wide range of brightness levels.

Reinforcing Samsung’s focus on premium viewing comfort, the R95H has also received both the Safety for Eyes and Circadian Rhythm Display (CRD) certifications from Verband Deutscher Elektrotechniker (VDE), a leading global testing institute based in Germany.

OLED: Expanding the Lineup for More Viewing Preferences

Samsung’s 2026 OLED TVs include the S95H, S90H and S85H, offering deep blacks, rich colour, immersive performance and refined design across a wider range of viewing preferences. Glare-Free technology, previously available only on the S95 model, now expands to both the S95H and the S90H, helping the display’s true blacks and rich colours stay clear and undisturbed, even in bright rooms.

On the flagship S95H, Samsung adds premium features designed to elevate both entertainment and art. Pantone Validated ArtfulColor helps preserve the authenticity of original artwork with faithful colour and exceptional detail, while Art Store extends Samsung’s art experiences to OLED. The model’s FloatLayer Design also gives the display a lighter, more refined presence that blends in more naturally with the home.

For gaming and sports, Samsung OLED’s Ultimate Gaming Pack helps keep fast motion crisp and responsive. It brings together Motion Xcelerator 165Hz, support for key VRR platforms such as AMD FreeSync Premium Pro and NVIDIA G-SYNC Compatible, and quick-access gaming tools for smoother, more intuitive play.

For soccer fans, AI Soccer Mode Pro on S95H and S90H — and AI Soccer Mode on S85H — optimise picture and sound in real time for a more immersive match experience at home.

The Frame: Elevating the Art TV Experience

The Frame lineup is specially designed for Art lovers. Across the lineup, users can enjoy Art Mode with access to 3000+ professionally curated artworks, along with experiences personalised by Vision AI Companion (VAC). The Frame (LS03H model) combines amazing picture quality with its unique Frame design.

Key features of The Frame include

• Modern Frame Design: A piece of art, the Samsung Frame seamlessly blends style and functionality, transforming your space into a sophisticated gallery.

• QLED Picture quality: Paired with Pantone Validated ArtfulColor and Glare Free technology, it delivers rich contrast, lifelike, paper-like colour expression and clearer detail, even in bright rooms.

Neo QLED: Enhanced Picture Quality with More Connected Experiences

Samsung’s Neo QLED lineup brings together enhanced AI picture quality and more connected viewing experiences across the QN80H and QN70H.Each model delivers the brightness, contrast and smart optimisation expected from a true Neo QLED experience.

Certified by TÜV Rheinland as a Real QLED TV, Samsung Neo QLED uses a blue light backlight and a genuine quantum dot sheet to maintain a stable colour spectrum and consistent picture performance. Real QLED with 100% Color Volume helps keep colour accurate and stable, even at high brightness levels. Quantum Mini LED also enables ultra-precise light control, creating deeper contrast, clearer detail and more consistent brightness scene after scene.

Vision AI Companion (VAC) makes the viewing experience more seamless and context-aware by naturally surfacing helpful information on screen without interrupting content. Across the Neo QLED lineup, Samsung expands AI-powered picture and motion experiences, including 4K Upscaling — with gaming performance of up to 144Hz available on select models — while the NQ4 AI Processor helps optimise picture and sound for a wide range of content.

Mini LED: Optimised for AI, Made More Accessible

Samsung Mini LED brings a brighter, richer viewing experience to more viewers. More precise light control and Pure Spectrum Color give images greater depth and clarity, as well as contrast that feels more defined from scene to scene. With two distinct models M80H and M70H, Samsung makes Mini LED and AI-powered viewing available to more consumers.

• Motion Xcelerator 144Hz keeps fast-paced content smooth and clear.
• NQ4 AI Gen2 Processor powers AI-driven picture optimization.
• AI Sound Controller keeps dialogue clear and balances voices and sound effects in real time.
• Additional AI and personalisation features further expand gaming and content experiences.

Price, Offers & Availability

As a part of special launch offer for a limited time, customers who purchase select TV models will receive a complimentary soundbar worth INR 102990 and a free Music Studio worth INR 23990. Additionally, enjoy cashback up to 20% and flexible EMI options to make your purchase even more rewarding.

The 2026 lineup, will be available across Samsung retail stores, Samsung.com, and leading offline and online retail channels starting today.

Samsung’s Micro RGB range starts from INR 124990

Samsung’s OLED range starts from INR 114990

Samsung’s Frame TV range starts from INR 56990

Samsung’s Neo QLED range starts from INR 52990

Samsung’s Mini LED range starts from INR 42990

Samsung’s UHD TV range starts from INR 36990

Starting at INR 42990, Samsung Mini LED TVs cater to diverse consumer preferences with screen sizes ranging from 43-inch to 100-inch. Its MetalStream Design, inspired by aircraft aesthetics, offers a sleek, single-metal body with ultra-slim bezels for an immersive edge-to-edge viewing experience. With its combination of advanced technology, AI features and premium design, Samsung’s Mini LED TVs make next-gen entertainment accessible to all.

“Samsung has been the Global No. 1 TV Brand for 20 consecutive years.  We are taking a decisive step towards democratising premium home entertainment with our latest Mini LED TVs and this launch reflects our commitment to making advanced display technologies more accessible. By combining technology and AI, we are focused on delivering an immersive and enhanced viewing experiences. As we continue to push the boundaries of innovation, we will ensure that the benefits of next-generation technology reach more homes across the country,” said Viplesh Dang, Vice-President, Visual Display Business, Samsung India.

At the core of this launch is Samsung’s advanced Mini LED technology, which delivers superior picture quality with deeper contrast, enhanced clarity and life-like visuals. Mini LEDs are half the size of conventional LEDs, and provide precise light control, revealing finer details and realistic depth.

Pure Spectrum Color ensures pixel-level accuracy for true-to-life, ultra-wide colour reproduction, making each hue rich and precise. Advanced phosphor technology further enhances colour performance, delivering over 90% wide colour gamut for more vivid and realistic visuals. Additional enhancements such as Color Booster and Mini LED HDR further elevate contrast and colours to ensure consistently high-quality visuals across content.

For gamers and sports lovers, the Motion Xcelerator 144Hz feature guarantees smooth motion and no blur, ideal for fast-paced content. It estimates the movement between frames and uses that information to improve motion smoothness for subsequent frames.

The new range offers the most advanced Mini LED experience, combining Samsung’s picture quality and AI-powered features, including an AI Sound Controller for audio performance based on user preference. The Mini LED TVs are powered by the NQ4 AI Gen2 Processor, which features a 20-neural-network architecture for real-time picture and sound optimisation. The technology enables superior upscaling, enhanced contrast control, and improved clarity across content types.

Samsung Knox Security protects sensitive data and monitors connected IoT devices, while SmartThings optimises home devices for a smarter lifestyle. One UI Tizen delivers a seamless experience with quick access to content, AI management, and seven years of OS upgrades.

Redefining home entertainment

The new Mini LED lineup comes with Samsung TV Plus, India’s leading free ad-supported streaming television (FAST) service that provides free access to over 150+ national and international channels across 14 languages spanning news, movies, entertainment and infotainment.

Customers can enjoy up to 5% cashback and zero down-payment EMIs with flexible tenures up to 30 months. With innovative features and exclusive launch offers, Samsung’s new Mini LED TV range is set to transform living spaces into cinematic hubs.

Samsung Mini LED TVs are available across leading retail outlets and online platforms, including Flipkart and Samsung.com.

Samsung, India’s largest consumer electronics brand, today showcased its vision for the future of physical environments through AI-powered, connected enterprise solutions at its Business Experience Studio (BES) at Two Horizon Centre in Gurugram. Spanning retail and banking environments, Samsung’s integrated ecosystem is designed to transform customer-facing spaces into intelligent, adaptive and experience-led platforms.

As part of this vision, Samsung introduced its next-generation Spatial Signage — glasses-free 3D digital displays, marking a significant step forward in immersive engagement across high-impact commercial environments.

Immersive 3D Innovation for Next-Gen Engagement

Samsung’s Spatial Signage combines the clarity of 2D visuals with natural, lifelike depth—without the need for 3D glasses. Powered by patented 3D Plate technology, the display creates spatial depth behind the LCD panel, enabling content that appears to extend beyond the screen while retaining sharpness and visual fidelity. Spatial Signage doesn’t just display content — it surrounds the viewer with stunning depth and hyper-real visuals that feel almost alive.

The 2.15m display features 4K UHD resolution in a 9:16 format, enabling 360-degree rotating visuals for enhanced product storytelling. Backed by Samsung’s Quantum Processor, it delivers 4K upscaling, 16-bit color mapping and dynamic HDR refinement, along with an anti-glare panel for consistent clarity in high-traffic environments.

Designed for real-world deployment, the display features a slim 52mm profile and lightweight build, enabling seamless integration across retail stores, bank branches, and premium environments.

“The future of physical environments is being redefined by the convergence of immersive experiences and intelligent systems. As businesses move from static formats to dynamic, data-driven engagement, the ability to seamlessly integrate AI, content and display technologies becomes critical. At Samsung, we are building connected ecosystems that enable this shift—helping enterprises across retail and financial services create adaptive, secure and scalable experiences that respond in real time to customer needs,” said Puneet Sethi, Head, Enterprise Business, Samsung India.

AI-Powered Ecosystems Across Retail and Banking

At BES Gurugram, Samsung demonstrated how businesses can transition from static environments to connected, data-driven platforms:

• AI-Led Content Creation: AI Studio within Samsung VXT enables conversion of static images into 3D-optimised content using simple prompts, significantly reducing production time and complexity.
• Centralised Content Intelligence: VXT allows real-time, remote content management across locations—from retail stores to bank branches.
• Reinvent Retail Experience: With Samsung solutions, retailers can improve a customer’s entire shopping journey from capturing attraction to providing real-time promotion. This new technology will enhance the customer’s satisfaction bringing them back to the store for future shopping.
• Intelligent Service Environments: In banking, solutions enable queue management, real-time communication and contextual product messaging.
• Secure Workflows: Powered by Samsung Knox, it ensures enterprise-grade security and compliance.
• Galaxy multi-device experience: Galaxy multi-device experience lets you seamlessly transition from one Galaxy device to another so that you enjoy access to your content and efficiently perform everyday tasks.

From Devices to Platforms

Samsung’s showcase at BES Gurugram reflects its evolution into a platform-driven enterprise solutions partner, enabling businesses to build connected, scalable and insight-driven environments in an increasingly digital-first world.

For prices, contact Samsung BES, Gurugram: vdsolution@samsung.com

Samsung TV Plus, India’s leading free ad-supported streaming television (FAST) service, has launched Kings of Comedy, a new premium comedy channel bringing some of India’s most beloved primetime shows together in one place, completely free. Available exclusively on Samsung TV Plus, Kings of Comedy delivers back-to-back Hindi comedy hits including Comedy Nights with Kapil, Khatra Khatra Khatra and Comedy Nights Bachao, with no login required and no subscription fee for millions of Samsung Smart TV owners across India.

The launch marks a milestone moment for free streaming in India. For the first time, audiences can watch these iconic primetime shows on a dedicated channel, accessible directly from their Samsung TV home screen.

Kings of Comedy arrives as Samsung TV Plus India celebrates its 5th anniversary, a period that has seen the service grow monthly active users by 42 per cent and total viewing hours more than double. Samsung TV Plus India now offers over 180 free channels across 14 languages spanning news, movies, entertainment and infotainment. Kings of Comedy represents its boldest investment in Hindi general entertainment content yet.

“Comedy is the heartbeat of Hindi entertainment, and Kings of Comedy brings together the shows Indians already love, completely free on their Samsung TV. Five years in, our focus remains the same. Take the content people know and make it effortless to access on connected television. No subscription, no friction, just great TV,” said Kunal Mehta, General Manager, Head of Business Development, Samsung TV Plus India.

Samsung TV Plus India’s growth mirrors the service’s global momentum. Worldwide, Samsung TV Plus recently surpassed 100 million monthly active users across more than 4,500 channels, cementing its position as one of the world’s leading free streaming services.

Kings of Comedy is available now on Samsung TV Plus on all compatible Samsung Smart TVs.

Samsung Electronics Co., Ltd. today announced that it has maintained its leadership in the audio-visual sector as the world’s top soundbar brand for the 12th year in a row.

According to new research from Future Source, Samsung captured 21.5% of global soundbar revenue and 19.7% of unit volume in 2025, continuing its leadership streak that began in 2014. This milestone, along with two decades of global TV leadership,[1] reinforces Samsung’s position at the forefront of the home entertainment industry.

Samsung’s sustained success in the soundbar market is driven by advanced audio technology, immersive sound and seamless integration with Samsung TVs. Building on this foundation, Samsung will expand its 2026 audio lineup with new products that deliver cinema-quality sound tailored to different living environments.

The lineup will include:

• HW‑Q990H flagship soundbar, the successor to the HW‑Q990F
• All‑in‑one soundbar HW‑QS90H
• Bouroullec‑designed Music Studio 7 and Music Studio 5 Wi‑Fi speakers

“At Samsung, we take special pride in our soundbar brand and see it as a way to bring premium sound experiences to homes everywhere,” said Hun Lee, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “Being named the top soundbar brand in the world for the 12th consecutive year is not just a tremendous honor, but a testament to our commitment to premium home entertainment.”

[1] Omdia Q4 2025 Public Display Report, by unit sales.

Samsung Electronics today announced that it ranks as the world’s No.1 TV brand for the 20th consecutive year — marking two decades as the global leader in the television industry.

Samsung had held the top position in the global TV market since 2006, and according to market research firm Omdia, the company recorded a 29.1% share of the global TV market in 2025. This achievement reinforces Samsung’s leadership across premium, ultra-large and next-generation display technologies.

Samsung led the premium segment priced over $2,500 with a 54.3% market share, driven by Neo QLED, OLED and lifestyle TVs. It also maintained its lead in the segment over $1,500, holding a 52.2% market share.

“When consumers choose a TV, they’re choosing a brand they can trust for years to come,” said SW Yong, President and Head of the Visual Display (VD) Business at Samsung Electronics. “Our 20-year leadership in the global TV market reflects that trust — built on decades of engineering excellence and premium innovation.”

20 Years of Industry-Defining Innovation

Since first reaching the No.1 position in 2006 with its design-led Bordeaux TV, Samsung has consistently innovated to reshape the television industry:

• 2009: The company accelerated the global transition to LED TVs, setting new standards for slimmer, more energy-efficient displays.
• 2011: The introduction of Smart TVs further transformed televisions into connected entertainment platforms, expanding their role beyond traditional viewing.
• 2015: The Serif reimagined how TVs integrate into living spaces by introducing a design-focused TV that positioned the screen as a statement piece within the home.
• 2017: The company launched The Frame, pioneering the Art TV category by transforming the television into a customizable digital art canvas.
• 2017: In premium picture quality, Samsung continued to set industry benchmarks with the introduction of QLED TVs powered by quantum dot technology.
• 2018: 8K TVs delivered over 33 million pixels — four times the resolution of 4K.
• 2020: Samsung introduced MICRO LED technology, advancing self-emissive display innovation and setting new standards for brightness, contrast and color accuracy in ultra-large screens.

Through continuous advancements in picture quality, smart functionality and display innovation, Samsung has played a defining role in establishing today’s premium TV standards.

Strengthening Leadership in Premium and Next-Generation TVs

Building on its legacy of innovation, Samsung continues to evolve its premium TV portfolio with expanded Micro RGB models, advancing its next-generation display technologies and reinforcing leadership in high-performance screens. The company also continues to enhance its OLED and Neo QLED lineups, delivering premium picture quality, ultra-large screen options and differentiated display performance.

Samsung is expanding its Mini LED offerings as well, bringing enhanced brightness, contrast and precision control to a wider range of screen sizes and price tiers to extend advanced display performance across its lineup. At the same time, continued investment in AI-powered TVs integrates advanced processors and intelligent features that optimize picture, sound and personalization in real time.

With two decades of proven global leadership, Samsung remains one of the most consistently recognized and trusted TV brands worldwide — offering industry-leading technology across multiple price tiers, screen sizes and display innovations.

Samsung, India’s leading consumer electronics brand, today announced its ‘Made for India’ PLUS campaign that rewards consumers every time they purchase a Samsung television. This differentiated offering—built around viewing habits and purchase expectations—is designed to deliver value and smarter ownership experiences for Indian consumers. The PLUS campaign combines advanced display technologies with content access, service assurance, flexible financing and long-term software support, reinforcing Samsung’s commitment to creating future-ready solutions tailored for India.

The PLUS campaign builds on Samsung’s leadership as the world’s No 1 TV brand for 19 consecutive years. It spans Samsung’s Crystal UHD, Neo QLED and OLED television ranges. Consumers gain access to Samsung TV Plus that offers 150+ free national and international channels across entertainment, movies, news and regional content, with no subscriptions or downloads required.

“The ‘Made for India’ PLUS campaign reflects our deep understanding of Indian consumers and their expectation for greater value from their purchases. Today’s TV buyers are looking for more than just superior picture quality. They seek longevity, flexibility, smart experiences and trusted service. With PLUS, we bring together innovation, convenience and assurance in a single offering, making premium television experiences more accessible to Indian households,” said Viplesh Dang, Senior Director, Visual Display Business, Samsung India.

As part of the PLUS ecosystem, consumers get access to Samsung Care+ for enhanced after-sales service with up to five years of warranty coverage. This includes two years of comprehensive warranty starting at INR 599, supported by 100 percent genuine parts and Samsung’s nationwide service network.

Complementing this is Samsung Finance+, which enables flexible and paperless financing options, including zero percent interest plans. The simplified financing process is designed to reduce purchase barriers while offering convenience at the point of sale.

The PLUS campaign has been developed for India’s diverse consumption patterns, growing demand for large screens, and the need for reliable after-sales support. Samsung future-proofs consumer investments by integrating AI-powered viewing enhancements, extended software upgrades and Samsung Knox for safeguarding user data and privacy through features like Samsung Knox Vault.

This initiative underscores Samsung’s commitment to innovation, consumer-centricity and long-term value creation for Indian households and strengthens its leadership in the Indian television market by offering meaningful differentiation that goes beyond the screen.

▲ Ahn pauses to admire “Sun, Moon, and Five Peaks” at the tunnel-like entrance to Samsung’s exhibition. The work is part of the Lee Kun-Hee Collection, donated to public institutions by the late Samsung chairman and available via Samsung Art Store, the art subscription service for Samsung TVs.

Visiting Samsung Electronics’ The First Look 2026 exhibition in Las Vegas, Ahn explored a range of new technologies designed to make watching, listening and interacting feel more immersive and personal.

Big Screen. Bigger Emotions.

The centerpiece of the Samsung booth was the 130-inch Micro RGB TV, winner of a CES Innovation Awards 2026 Best of Innovation. Built with sub-100-micrometer red, green and blue LEDs and a seamless floating-screen design, it delivers breathtaking clarity and color depth — qualities that amazed Ahn not only as a viewer, but as an actor.

“When I watch movies at home, there are always moments where I think ‘This really should be in a theater.’ But with a screen like this, I feel like you could fully immerse yourself at home.”

▲ Ahn shares his excitement in front of a 130-inch Micro RGB TV.

Inspired by Samsung’s 2013 design legacy, the 130-inch model pairs cutting-edge Micro RGB technology with a refined aesthetic, enabling the TV to serve as both a cinematic display and an object of art in the home.

Smarter Watching, Thanks to AI

Ahn also explored Vision AI, Samsung’s new suite of intelligent viewing features that tailor picture and sound based on content and user preferences.

He was especially intrigued by AI Soccer Mode, which uses real-time scene analysis to optimize visuals and sound, enhancing on-screen ball motion and adjusting commentary volume levels to match the moment. Viewers can even interact with the TV in real time to check stats, player bios and more through Vision AI Companion.

▲ A casual soccer fan, Ahn highlights how AI Soccer Mode optimizes picture and sound for live matches.

“The AI Sports feature caught my eye right away,” said Ahn. “I honestly thought this could be the next generation of how we experience sports.”

Music Studio 5: Where Sound Meets Style

Among the many products on display, one in particular became a personal favorite for Ahn: Music Studio 5, a Wi-Fi speaker designed in collaboration with renowned French designer Erwan Bouroullec, creator of Samsung’s The Serif.

Ahn, a self-professed speaker collector, was instantly drawn to the product’s elegant design and expressive sound.

▲ A self-professed speaker collector, Ahn is captivated by Samsung Music Studio products.

“I already have six or seven speakers at home, so I was really trying to hold back, but the Samsung Music Studio products made me lose my self-control.”

Music Studio 5 was also recognized as Best Home Audio by CNET in its Best of CES 2026 awards, further underscoring its appeal as both a quality sound system and a design statement.

Sharpen Skills and Set the Scene: Fender and The Freestyle+

Ahn also tried out Fender Play TV, a guitar-learning app developed in collaboration with iconic instrument brand Fender. Previously available on Samsung mobile devices and tablets, the app now comes to life on large TV screens, inviting users to practice, play and dive into a richer, more immersive music-learning journey at home.

“Seeing a guitar at the exhibition today and picking it up after a long time brought back a really nice sense of nostalgia. It’s a hobby I used to really enjoy, but I put aside for a while. It definitely made me want to start again.”

▲ Ahn showcases his guitar skills using the Fender Play TV app, set to debut on Samsung TVs in 2026.

He also explored The Freestyle+, a new portable projector that stole the spotlight at CES with its twice-as-bright display and exclusive AI OptiScreen technology, highly praised by CNN Underscored as Best of CES, for seamless setup to automatically adjust for uneven surfaces and colors, plus Vision AI Companion for conversational content interaction — a nod to Samsung’s continued innovation in personal entertainment.

Seeing the Screen in a New Way

Reflecting on his experience at the booth, Ahn shared what the visit meant to him personally.

“It’s an honor to start 2026 as a Samsung TV Ambassador,” he said. “Today reminded me why Samsung has stayed the global leader in TVs for 20 years — it’s not just about the technology. It’s about creating experiences that connect with people.”

And just like that, the actor known for bringing characters to life on screen walked away with a deeper appreciation for the screen itself.

Samsung, India’s largest consumer electronics brand, today announced the launch of its all-new Sound Tower 2026 lineup, bringing powerful sound performance, enhanced portability, and immersive entertainment features to Indian consumers. It is designed to deliver an immersive party experience through both light and sound.

The new range includes ST50F and ST40F models, both engineered with Samsung’s upgraded acoustic architecture to create rich, room-filling sound, and dynamic visual effects.

“The new Sound Tower series reflects Samsung’s commitment to elevating modern entertainment by bringing immersive sound, dynamic lighting and versatile portability into one cohesive experience. As consumers increasingly look for audio solutions that effortlessly adapt to both indoor and outdoor lifestyles, the Sound Tower emerges as a true companion for every occasion. With its long-lasting battery performance, enhanced soundstage and customizable Party Lights+, this lineup empowers users to create memorable moments wherever they are,” said Viplesh Dang, Senior Director and Head of Visual Display Business, Samsung India.

Powerful Audio for Any Occasion

The 2026 Sound Tower models are built on Samsung’s upgraded acoustic architecture, engineered to deliver clear and balanced sound across diverse environments, with powerful output of up to 240W and an enhanced acoustic design that ensures clear, wide audio coverage. The design incorporates dual woofers and advanced waveguide-assisted tweeters to achieve wider sound dispersion and consistent clarity.

Both models also support multiple sound modes to tailor output for popular listening scenarios. Users can enhance their experience with Auracast Group Play or pair two Sound Towers via Stereo Play for left-right channel separation.

Portable and Long-Lasting Design

The new Sound Towers are designed to be the perfect companions for both home and outdoor entertainment, combining extended battery life. The ST50F delivers up to 18 hours of uninterrupted playtime and comes equipped with a telescopic handle and wheels for effortless mobility, while the ST40F offers up to 12 hours of playtime with a convenient top carry handle, making it easy to take the party anywhere.

IPX4 water resistance provides added reliability during outdoor use, from monsoon fun to poolside gatherings.

Immersive Lighting and Entertainment Modes

The Sound Tower’s Party Lights+ system transforms any gathering into an immersive audiovisual experience. With five mood presets and six dynamic lighting patterns, users can create the perfect vibe using the Samsung Sound Tower App. The lighting system reacts in real time, analysing beats and frequencies to activate multiple LED zones in sync with the music. Effects such as Wave, Trail, Spark, Breeze, Flow and Flare help set a wide range of moods from festive, high-energy moments to relaxed, ambient settings, making the Sound Tower a vibrant centrepiece for any occasion.

Pricing and Availability

Samsung’s 2026 Sound Tower models will be available on Samsung.com, leading offline retailers and major e-commerce platforms, starting at a price range of INR 25500.