Samsung, the leading global consumer electronics brand, is supporting Soccer Aid for UNICEF’s 2026 campaign which brings together the biggest celebrities and football legends, pitting an England XI against a World XI, to raise funds for children worldwide in support of UNICEF.

With Soccer Aid for UNICEF helping kick off an amazing summer of sport, and watched by millions on TVs nationwide, Samsung will showcase how sport and entertainment is best experienced as the Official Screen Partner, with its market-leading TVs integrated throughout the campaign.

Samsung and Soccer Aid for UNICEF will collaborate on a range of exciting activations, including at Soccer Aid’s celebrity-packed training week, and around matchday on May 31.

Soccer Aid for UNICEF will also be utilising Samsung’s unique TV feature, AI upscaling^[1] . This will upgrade match footage clips from the very first Soccer Aid game in 2006, so fans can rewatch memorable moments from icons such as Diego Maradona, in detail never seen before.

Some of the stellar names who will feature at London Stadium for the 60,000-strong Soccer Aid for UNICEF crowd include: Soccer Aid founder Robbie Williams (with a special one-off performance during an extended half-time interval), Tom Hiddleston, Wayne Rooney, Damson Idris, Owen Cooper, GK Barry, Usain Bolt, Angry Ginge, Jordan North, Joe Marler, Olly Murs, Paddy McGuinness, Tom Grennan, Richard Gadd, Maisie Adam, and Gladiator Nitro.

Theo Walcott and Soccer Aid’s all-time leading goalscorer Jermain Defoe will lead the frontline for the England team against a glittering World XI side boasting multiple trophy winner Jordi Alba and the sublime Dimitar Berbatov.

Zeena Hill, Senior Marketing Director at Samsung UK, said:

“It’s a privilege to be part of Soccer Aid for UNICEF. Supporting such a brilliant global cause that’s making a difference to children’s lives across the world.

“With our cutting-edge TV technology, we’re redefining the way families experience the excitement of sport and entertainment. By watching it on a Samsung TV viewers can see every moment in breathtaking clarity, transforming living rooms across the UK into front row seats. From the players’ skills to the celebrities’ fun antics, we’re ensuring everyone can feel the magic of matchday.”

The partnership will see Samsung feature prominently throughout the campaign, with a range of Samsung TV and audio products supporting the squads’ training week and matchday activity. All creating engaging social-first content with Soccer Aid’s roster of iconic sporting stars and celebrity talent.

Tom Peacock, Head of Partnership Generation, Soccer Aid Productions, said:

“The world’s biggest charity football game deserves the best quality TV partner. As we celebrate the 20^th anniversary of Soccer Aid for UNICEF, it’s the perfect stage to bring together sport, entertainment and technology by welcoming Samsung who are marking two decades as the world’s leading TV brand.

“Soccer Aid continues to be a must-watch campaign at the heart of the sporting and cultural calendar in the UK, and therefore we are excited to have Samsung as a key partner as we build towards another unforgettable occasion at London Stadium.”

Created in 2006, Soccer Aid is the world’s biggest charity football match. This is the 20th anniversary of the event, which has raised over £121 million to help give children all over the world a childhood full of play. Soccer Aid for UNICEF raised more than £15million last year.

Tickets for the game are on sale now via www.socceraid.org.uk/tickets

[1] AI upscaling feature only available on certain Samsung TV models

From adopting micro-size RGB (red, green, and blue) LEDs as a backlight unit to pursuing enhanced colour expression and integrating AI technology for ultra-large displays, the development of the Micro RGB TV was a continuous series of firsts — with virtually no reference points to guide the process.

Samsung Newsroom spoke with Insang Hwang of the Visual Display (VD) Business Division’s Product Planning Group to learn more about how this new category of the Micro RGB TV was developed.

Micro RGB TV recognised for its technological excellence in the global market

Creating a New Category with No Reference

The Micro RGB TV began as a project to create an entirely new category in the TV market. Hwang recalled, “Because the mission was to create a category that didn’t previously exist, every department — from development to sales and marketing — had to work together with a shared sense of urgency and responsibility.”

One of the biggest challenges was the absence of any reference point. The team had to develop new technologies and products from scratch while simultaneously defining the value they could deliver to consumers. “We went beyond simply applying RGB light sources,” he said. “We developed a proprietary concept called ‘Micro RGB,’ which miniaturized even the backlight unit itself to the micro level.”

Pursuing 100% BT.2020 — The “Ultimate Colour Gamut”

At the core of the Micro RGB TV is its colour reproduction. By applying RGB LEDs as the backlight unit, the display achieves wide and highly accurate colour reproduction.

“Although the Micro RGB TV started with the goal of delivering richer colour reproduction, there was no clearly defined industry standard at the time,” Hwang said. “We felt a strong sense of responsibility, believing that the conditions we set could become the new standard for the market. That’s why we set the ambitious goal of achieving ‘100% BT.2020’ — the ultra-high-definition colour standard defined by the International Telecommunication Union (ITU) and often referred to as the ‘ultimate colour gamut.’”

Micro RGB TV achieves 100% BT.2020 — the “ultimate colour gamut” — setting a new standard in the TV market.

Achieving 100% BT.2020 means that a level of colour reproduction once limited to professional monitors can now be experienced on TVs — one of the most widely used displays in everyday home environments. It also marks a significant advancement in the technical standards of the display industry.

The journey, however, was far from easy. “In the early stages of development, we struggled to reach the target values,” Hwang recalled. “However, through persistent efforts to achieve perfect colour reproduction, the development team was ultimately able to meet its goal.” He added, “It wasn’t just about developing new technology. We also worked to establish measurable standards to validate its performance.”

Bringing Cutting-Edge Technology into Everyday Viewing

For product planners, the top priority is to convert advanced technology into an experience that users can easily perceive in everyday life. “We continuously thought about how to translate Micro RGB’s powerful hardware performance into a practical viewing experience,” Hwang said. “We focused on making its key strength — colour — something users can feel naturally in everyday content while delivering an immersive viewing experience.”

“While Micro RGB achieves one of the highest colour gamuts available in TVs today, only a limited amount of content fully utilises it,” he noted. “So we enhanced software capabilities to ensure users can experience the difference across a wider range of content — from HDR content to everyday content such as OTT streaming and sports.”

One of the key features is Micro RGB Colour Booster Pro. Hwang explained, “Leveraging a high-performance neural processing unit (NPU), AI analyses content in real time to enhance colour expression with precision. This allows users to enjoy Micro RGB’s vivid colour performance not only in HDR content but also in everyday viewing.”

Hwang explained that Micro RGB Colour Booster Pro enhances colour for a richer and more vivid viewing experience.

He added, “For example, in soccer — one of the sports most frequently watched on TVs — the newly introduced AI Soccer Mode Pro automatically detects the content and enhances colours such as the grass and team uniforms. With the global football season kicking off in June, it’s a feature worth noting for those seeking a more immersive viewing experience.”

In addition, the TV incorporates a Glare Free^[1] feature designed for real-world viewing environments. “We applied glare free technology so users can consistently enjoy Micro RGB’s exceptional colour performance regardless of lighting conditions,” Hwang explained. “Whether in a dark room or a brightly lit space, viewers can stay fully immersed without reflections interfering with the screen.”

Scaling Immersion with a 130-Inch Display

The newly introduced 130-inch ultra-large model delivers an overwhelming sense of immersion, as if the entire wall comes to life. As screen size increases, maintaining image detail becomes increasingly critical.

Hwang said, “We equipped the TV with Supersize Picture Enhancer, an AI-powered picture quality technology optimised for ultra-large displays. Thanks to this, viewers can enjoy Micro RGB’s rich colours and sharp image quality without distortion or pixelation.”

The sound experience and design were also significantly enhanced. “With a 160W 10.4.2-channel speaker system, the TV delivers immersive sound that fills the entire space without the need for external speakers,” he added.

Micro RGB TV features a wall-mount design that integrates seamlessly with the space, enhancing immersion.

The Micro RGB TV’s signature wall-mount design further reinforces immersion by blending the display seamlessly into its surroundings. “We developed a proprietary pocket structure and wall-mount bracket^[2] so the TV can sit flush against the wall with virtually no gap,” Hwang explained. “We focused on delivering an optimised viewing experience for ultra-large screens across picture quality, sound, and design.”

Toward the Next-Generation Screen Experience

The Micro RGB TV goes beyond technological advancement — it expands the boundaries of how users experience screens in everyday life while setting new standards for the industry.

“Samsung TVs are evolving into screens that seamlessly integrate into users’ lifestyles and living spaces, understanding their preferences through data and enabling interactions,” Hwang said. “They will go beyond content consumption to become powerful platforms that connect limitless experiences and services.”

As the Micro RGB TV continues to push the boundaries of innovation, Samsung is paving the way for the next generation of screen experiences.

[1]Measured against Unified Glare Rating (UGR) testing standard, validated as ‘Glare Free’ by UL.

[2]Applicable to 85-, 75- and 65-inch models only

Led by three Odyssey G8 models including the industry’s first 6K gaming monitor and complemented by the Odyssey G7 which brings Samsung’s OLED technology to a broader range of users – the 2026 Odyssey lineup reinforces Samsung’s leadership in high-performance gaming displays while expanding access to advanced innovations.

This launch comes amid Samsung’s continued leadership in the global gaming monitor market, where it holds an 18.9 percent revenue share. The company has also earned the No. 1 position in the OLED gaming monitor market for the third consecutive year with a 26 percent share, according to International Data Corporation (IDC).

“With the launch of the latest Odyssey and ViewFinity lineups, we continue to push the boundaries of performance and visual quality,” said Hun Lee, Executive Vice President of Visual Display (VD) Business at Samsung Electronics. “With our 2026 lineup, we are delivering our most advanced display technologies while expanding access, enabling more users to experience Samsung’s innovations across gaming and professional environments.”

Odyssey G8: Setting a New Standard for High-Performance Gaming

The Odyssey G8 lineup introduces three state-of-the-art models designed to deliver high-performance experiences across a range of gaming scenarios.

The 32-inch Odyssey G8 (G80HS model) sets a new milestone as the industry’s first 6K gaming monitor, marking a significant leap beyond 4K gaming standards. 6K resolution presents exceptional visual clarity and detail, enhancing immersion while providing expanded screen space for both gaming and multitasking. It delivers ultra-high 6K resolution at 165Hz, while Dual Mode enables up to 330Hz at 3K resolution, allowing users to seamlessly balance immersive visual details with ultra-fast responsiveness.

Meanwhile, the 27-inch Odyssey G8 (G80HF model) offers flexible performance options, supporting 5K resolution at 180Hz or up to 360Hz in QHD through Dual Mode, making it suitable for both immersive and competitive gaming.

The Odyssey OLED G8 (G80SH model), available in 27-inch and 32-inch sizes, features an OLED panel with 4K resolution and a 240Hz refresh rate. Glare Free technology significantly reduces glare without compromising OLED picture quality. Connectivity options, including USB-C with up to 98W charging, support high-performance gaming setups. Moreover, the Odyssey OLED G8 adopts QD-OLED Penta Tandem technology, which significantly enhances efficiency, durability and brightness. The 32-inch Odyssey OLED G8 also received VESA DisplayHDR True Black 500 certification, delivering OLED’s deep blacks and vivid colours.

Across the lineup, DisplayPort 2.1^[1] ensures high-bandwidth performance for next-generation visuals, while AMD FreeSync Premium and NVIDIA G-Sync Compatible technology deliver smooth, tear-free gameplay. Additionally, the Odyssey G8 lineup features HDR10+ GAMING^[2] which dynamically optimises brightness and contrast in real time.

Odyssey G7: Expanding Access to OLED Gaming

The 32-inch Odyssey OLED G7 (G73SH model) expands Samsung’s OLED gaming lineup by bringing premium visual performance to a wider range of users.

It features 4K resolution and a 165Hz refresh rate, delivering detailed visuals and smooth gameplay. Dual Mode enables up to 330Hz in FHD, while a 0.03ms response time supports fast, responsive performance in competitive gaming environments.

With the addition of the G7, Samsung continues to extend its OLED gaming leadership while making advanced display technologies more widely accessible.

ViewFinity S8: High-Resolution Displays for Professional Workflows

The ViewFinity S8 lineup is designed to meet the demands of modern professional environments, combining high-resolution clarity with advanced connectivity and ergonomic flexibility. Whether managing complex creative workflows or seamlessly multitasking across applications, these monitors are engineered to deliver a refined, high-performance experience that maximises productivity.

The 40-inch ViewFinity S8 (S85TH model) features a curved WUHD display with a 144Hz refresh rate, enabling seamless multitasking and efficient handling of complex workflows. Thunderbolt 5 supports high-resolution video and data-intensive tasks with data transfer speeds of 80 Gbps and device charging up to 140W. In addition, Easy Connection provides streamlined connectivity across devices.

The 27-inch ViewFinity S8 (S80HF model) offers 5K resolution with USB-C connectivity for streamlined data transfer and device charging. Its ergonomic design supports comfortable long-term use, and, since it is made to deliver 5K resolution in a more accessible package, it brings high-resolution performance to a broader range of professional users.

[1] G80SH supports DisplayPort 2.1 UHBR20, delivering up to 80Gbps of bandwidth for smooth and uncompressed visuals.

[2] Compatible with HDMI 2.1 cables connected to the HDMI ports of NVIDIA and Intel GPUs. For the list of supported GPUs, please visit here. Functionality may be limited depending on PC specifications and cable standards. This feature is only compatible with specific game titles.

Available on Samsung Art Store, the collection features a curated selection of 60 artworks designed to bring the wonderful world of the Moomins and Moominvalley into millions of homes across the globe via Samsung Art TVs.

Known for their distinctive and enduring charm, the Moomins have remained a beloved global sensation for generations, with a legacy spanning publishing, animation and design. Through this partnership, Samsung Art Store continues to expand its offering of globally recognised content, giving users new ways to personalise their spaces through art and fan-favourite characters.

▲ “Hattifatteners” (from “Finn Family Moomintroll” (1948)), by Tove Jansson on The Frame Pro

In celebration of the collaboration, Samsung KX will transform its King’s Cross flagship store into an immersive Moomin-inspired takeover on May 23. Visitors can book a spot and then step into a playful and artistic world of the beloved characters.

Visitors will be able to explore the new Moomin art collection displayed across Samsung’s Frame TVs throughout the space showcasing how art and technology can seamlessly come together in the home. Visitors will also be able to enjoy a dedicated Moomin pop-up experience complete with interactive digital drawing workshops, Galaxy tablet quizes and live storytelling moments. Guests can also experience complimentary bubble tea, alongside exclusive Moomin merchandise and plush-filled café spaces designed to bring the cosy charm of Moominvalley to life.

As more people look to make their homes feel more personal and expressive, Samsung Art Store is introducing collections that resonate. The Moomins is a prime example as users can now bring one of the world’s most loved fictional universes into their homes.

“The world of the Moomins has always reminded people of the importance of optimism, togetherness and finding beauty in everyday moments,” said Heeyeong Ahn, Vice President of the Visual Display Business at Samsung Electronics. “Through Samsung Art Store, we’re excited to bring that feeling into the home through a collection that is as immersive as it is inspiring.”

▲ “Garden Party” (from “The Dangerous Journey” (1977)) by Tove Jansson

The collection features a curated selection of original Moomin artwork spanning decades of storytelling and illustration. From Tove Jansson’s iconic black and white illustrations from the original novels in the 1940s to watercolour artwork from beloved picture books and cover illustrations, the collection celebrates the rich artistic legacy of the Moomins across generations. The collection also includes more recent interpretations of the Moomin world, serving to bring classic and contemporary works together in one experience.

▲ “The Floating Theatre” (from “Moominsummer Madness” (1982)) by Tove Jansson on The Frame.

“At the heart of the Moomin stories is a sense of kindness, curiousity, and emotional honesty that has resonated across generations around the world. In a fast-paced, hyper-optimised world, Moomin offers an alternative way of living for people hungry for meaning,” said James Zambra, Creative Director at Moomin Characters Oy Ltd. “Tove Jansson developed a fascinating visual language of considerable sophistication. We’re excited to partner with Samsung Art Store to introduce this enchanting world of the Moomins in a format that feels contemporary and naturally part of the home.”

Samsung Art TVs, including OLEDs^[1] that are now supported in the new 2026 range, sit at the centre of the experience, seamlessly displaying artwork in the modern home. Samsung Art Store’s growing collection spans genres and eras, redefining how art is discovered and experienced.

Availability

The Moomins collection will be available globally on Samsung Art Store from today and you can book your KX experience on May 23 here. There will also be a pop-up located at Selfridges, London.

Find out more about Tove Jansson and the Moomins here:

www.moomin.com

www.tovejansson.com

About Moomin

The Moomins first appeared in print in 1945 and went on to star in a series of books and comics, enthralling millions of readers all over the world. The stories about the adventurous and witty Moomins stem from the singular imagination of Tove Jansson (1914-2001), a Finnish-Swedish artist who created not only captivating tales but also a remarkable visual legacy. Her works span a vast spectrum of creativity, from intricate watercolour paintings to charming comic strips and illustrations. The Moomin stories, while accessible to all ages, delve into profound themes such as courage, our relationship with nature, and the enduring power of friendship. The books have been translated into more than 60 languages. The Moomins have inspired stage adaptations, TV series, films, games, music, exhibitions, and theme parks – and continue to take new forms.

[1] Samsung Art Store is available only on select OLED models: S95H globally and S99H in Europe.

Samsung Electronics Co., Ltd. has today announced the UK launch of its full 2026 TV lineup, spanning premium models such as Micro RGB, OLED and Neo QLED, as well as mainstream Mini LED and UHD TVs. In its 20th year as the world’s No. 1 TV brand^[1], Samsung is expanding AI-powered features across more models, bringing smarter picture, sound and personalised viewing experiences to more consumers worldwide.

In this new range, Samsung is expanding Vision AI Companion (VAC) features across its 4K-and-above TV line-up, reflecting its 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^[2]

“With our 2026 lineup, Samsung is setting a new benchmark for AI TVs worldwide,” said Hun Lee, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “Samsung AI TVs will go beyond entertainment to deliver practical benefits to everyday life, helping people find what they want faster, enjoy content more easily, and make the most of their TV time.”

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, VAC can extend 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 Football 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.^[3]

Micro RGB: Defining the Future of Premium Picture Quality

Micro RGB 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 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 S99H, 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 S95F model, now expands to the S99H, S95H and the S90H, helping the display’s true blacks and rich colours stay clear and undisturbed, even in bright rooms.

On the flagship S99H, 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 new S99H 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 football fans, AI Football Mode Pro on S99H, S95H and S90H — and AI Football 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 includes models designed for different spaces and installation needs. Across the lineup, users can enjoy Art Mode with access to 5,000+ professionally curated artworks, along with experiences personalised by VAC. The Frame Pro (LS03HW model) features Neo QLED picture quality and Wireless One Connect box.

The Frame (LS03HA model) combines QLED picture quality with the One Connect Box and a nearly invisible cable. A built-in installation model of The Frame (43” LS03HE model) is also available for spaces that call for a cleaner, more integrated look.

Key features of The Frame Pro include:

• Slim 24.9mm design depth: helps The Frame Pro deliver a more refined, art-inspired profile.
• Modern Frame Design and Wireless One Connect: provide a cleaner setup with no in-wall cable work.
• Neo QLED picture quality: paired with Pantone Validated ArtfulColor and Glare Free technology, delivers rich contrast, lifelike, paper-like color expression and clearer detail, even in bright rooms.

Key features of The Frame (43” LS03HE model) include:

• A built-in design: enables easy in-wall wiring while preserving The Frame’s iconic flush-to-wall look.

Neo QLED: Enhanced Picture Quality With More Connected Experiences

Samsung’s Neo QLED brings together enhanced AI picture quality and more connected viewing experiences across the QN80H and QN70H, with the QN80H available in sizes from 50 to 100 inches and the QN70H in sizes from 43 to 85 inches. Each model delivers the brightness, contrast and smart optimisation expected from a true 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, Samsung makes Mini LED and AI-powered viewing available to more consumers.

The M80H, available in 85-, 75-, 65- and 55-inch models, delivers the most advanced Mini LED experience in the lineup, combining Samsung’s Mini LED picture quality with a broader set of AI-powered features for sports, gaming and everyday viewing:

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

Offered in 85”, 75”, 65”, 55”, 50” and 43 inch models, the M70H brings the core benefits of Mini LED to a more accessible tier, with a focus on everyday picture quality, stable motion and immersive sports viewing.

• Mini LED HDR: adds a more dynamic viewing experience.
• Mini LED Processor 4K: optimises everyday picture performance.
• Motion Xcelerator: helps fast-moving scenes stay smoother and easier to follow.
• Adaptive Sound: maintains clearer, more balanced audio.

Soundbars and the new Music Studio 7 and 5: Lifestyle Audio Designed for Modern Spaces

Samsung is also expanding its lifestyle audio lineup with Music Studio 7 and Music Studio 5, pairing immersive sound with design that naturally blends into modern spaces and everyday living environments. The new models build on Samsung’s long-standing leadership in premium home audio, including its 12-year run as the world’s No. 1 soundbar brand^[4], while helping create a more powerful integrated ecosystem that supports a wider variety of sound system combinations and a richer audiovisual experience.

Music Studio 7(HW-LS70H-Black, HW-LS71H-White) delivers an immersive 3.1.1-channel audio experience designed for richer, more expressive listening. Key features include:

• Hi-Resolution Audio and Dolby Atmos^®: more detailed and immersive sound playback, while its super tweeter extends frequency response up to 35kHz for enhanced musical detail.
• Expanded Q-Symphony: lets users connect up to five compatible sound devices with a Samsung TV to build a more immersive audiovisual experience at home.
• Built to pair naturally with big-screen TVs: two Music Studio 7 units placed on either side of a larger display can create a more balanced interior look while widening the stereo soundstage.

Music Studio 5(HW-LS50H-Black), HW-LS51H-White) brings immersive sound to a more compact speaker format. Built for wireless music streaming, it supports high-resolution playback and effortless everyday listening. Features include:

• Dot Design by Erwan Bouroullec: a refined, design-forward speaker presence that blends seamlessly into any interior.

• AI Dynamic Bass Control: Samsung’s proprietary technology that delivers powerful sound in a compact form factor while deepening low frequencies without distortion.
• Samsung Audio Lab: tunes the speaker, which uses a 4-inch woofer and dual tweeters with a built-in waveguide for clear, balanced sound, while Dolby Atmos^® support adds a more immersive listening experience.

For immersive home cinema set-ups, the Q990H soundbar provides cinema-grade sound. The new QS90H 7.1.2 channel all-in-one soundbar also launches that has a built in gyroscope to detect your setup and optimises the sound accordingly.

Samsung TV Plus: From TV Service to Global Media Platform

Samsung is also expanding its TV ecosystem through Samsung TV Plus, a premium global entertainment service designed to deliver exceptional experiences for every moment. With more than 100 million monthly active users, Samsung TV Plus offers thousands of shows and movies on demand in one place.

Samsung TV Plus provides users with instant access to content without additional sign-ups or payment. Originally rooted in Samsung’s TV ecosystem, the service has grown into a global media platform that extends the value of Samsung’s hardware leadership into everyday viewing. Samsung TV Plus is available exclusively on Samsung TVs, Galaxy devices, Samsung Smart Monitors, and Family Hub refrigerators, with no subscription required.

Samsung is also expanding connectivity across its 2026 TV lineup with support for Google Cast^[5]on select models, including Mini LED, Neo QLED and Crystal UHD TVs. The feature allows users to stream videos, music and other content directly from compatible smartphones and tablets to the TV, adding more flexibility to the viewing experience.

Google Photos^[6] memories is now available on eligible 2026 Samsung TVs^[7], giving users a new way to relive their favorite moments on the big screen.^[8] This experience surfaces curated photo memories through Samsung Daily+, the Now brief on-screen widget and the Google Photos app, available first and exclusively for six months. Additional Google Photos features will roll out on Samsung TVs later in 2026.

For more information about Samsung`s 2026 AI TV lineup, please visit www.samsung.com.

[1]Source: Omdia, February 2026. Global television market share by manufacturer, based on annual sales by volume and revenue. According to Omdia data, Samsung has been the world’s leading TV brand for 20 consecutive years. For general information only; not an endorsement, certification or recommendation by Omdia

[2]Source:Vision AI Companion (VAC): Information based on current viewing is only available on Samsung TV Plus channels. Provides AI-created content, with accuracy not guaranteed.

[3]Availability and performance may vary dependent on content source.

[4]According to 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.

[5]Google Cast is trademarks of Google LLC.

[6]Google Photos is trademarks of Google LLC

[7]Features and availability may vary by model and region

[8]Available on all models U8000H and above including OLED

This evolution was on full display in London this week, as Samsung celebrated the upcoming summer of sport and its #WatchItOnASamsung campaign with an exclusive event: In Conversation with Thierry Henry.

Football legend Thierry Henry joined journalist Ben Jacobs for an exclusive discussion exploring the beautiful game, looking beyond the pitch to see how fans truly experience it.

Seeing the Game Differently

The event gathered media, creators and industry voices across Europe, who then had the opportunity to try Samsung’s latest visual display innovations for themselves. Through live demonstrations designed to mirror real matchday conditions, Samsung showed how new technology is redefining how fans experience matchday, whether they are at home, with friends or at their local venue.

To open the event, Henry reflected on his love for football growing up, and how his experiences as a player, coach and analyst shaped his view of this new era of football. For elite players, football is defined by split-second decisions, movement and awareness – moments where everything can change in an instant. When the viewing experience falls short, those details can get lost. For fans, they are what creates tension, drama and connection in every match.

His perspective set the tone for what followed: a closer look at how technology is now able to capture those moments in the highest quality, bringing fans closer to the action than ever before.

Where Every Detail Counts

Samsung’s latest display technologies are designed with this in mind. MicroRGB, shown during the event, takes a new approach by generating colour directly from microscopic red, green and blue LEDs rather than relying on traditional backlighting. The result is more precise contrast and colour, helping preserve detail even during rapid play.

At the event, large-screen displays and glare-free OLED technology recreated real matchday conditions to reflect how people actually watch games – often with ambient light, distractions and multiple viewers.

Attendees saw firsthand how Samsung’s display innovation translates into sharper ball tracking, clearer player movement and a more consistent experience across environments. Ultimately, it’s about preserving the integrity of the game, wherever and however it’s watched.

AI Subs In, Quietly

If picture quality is about preserving key moments, AI is what ensures they are experienced at their best. The next shift lies in how televisions respond in real time to what’s on screen.

Across demonstration zones, Samsung’s AI-powered features worked quietly in the background to show media and creators the real difference in AI-optimised viewing. Tools like AI Football Mode and AI Sound Controller Pro automatically adjusted picture and audio to enhance motion clarity, balancing sound and reducing distractions for a clearer, more engaging way to watch a match.[1]

Features like these, along with the introduction of Vision AI Companion[2], point to a broader evolution. Rather than individual features working alone, Vision AI Companion positions the television as an intelligent system that understands content, environment and user preferences all at once.

This reflects Samsung’s wider direction: moving beyond isolated intelligence into a more holistic approach to AI, where devices work together to anticipate needs and adapt accordingly. The result? A more personalised, intuitive experience where AI acts as your companion. And for the fans, it means a better way to watch high-intensity moments all summer.

From Stadium to Screen – What’s Next

Technology is expanding what’s possible when enjoying the biggest sporting moments. Advances in display technology, sound quality and the integration of AI mean the viewing experience is more tailored and enhanced than ever before.

While the way we watch football continues to evolve, some things remain unchanged, the atmosphere, the people you’re with, and the shared love of the game. That sense of connection was clear during the evening of the event, as guests came together to chat, reflect on the day’s conversations, over drinks and matchday-inspired menu, a reminder of football’s unique ability to bring people together.

Whether through clearer visuals or technology that adapts in real time, the goal is always to seamlessly capture the moments that matter, so the feeling of matchday stays with you long after the final whistle.

[1] Feature availability and performance may vary depending on the content viewed and the apps used.

[2]  Information based on current viewing is only available on Samsung TV Plus channels. Provides AI-created content, with accuracy not guaranteed. Voice commands recognise English, French, Spanish, Portuguese, German, Italian, and Korean, but not all accents, dialects, and s are recognized. This feature provides AI-created content, with accuracy not guaranteed—please check results. Requires certain Bluetooth remote (sold separately on some models). Inbox remote for some models does not support voice recognition. Requires either a Mobile Quick Remote or separately purchased Bluetooth remote. Feature accessible by the AI button, or by the Home button (long press) on the remote control without an AI button.

As a major summer of football approaches fans across the UK are gearing up to support their favourite teams. While many fans will be supporting outside of the stadium, new research from Samsung Electronics reveals that not all match day experiences are created equal.

The survey showed that with many fans watching in local venues, the top priority for match days is TV picture quality (83%), ranking higher than location convenience (80%), atmosphere (79%) and quality of food and drink (64%).

More than eight in ten (86%) of British football fans surveyed said watching a match together makes them feel part of a community. The community aspect is a key factor for sports fans, with almost half (43%) saying that who they watch a match with matters when watching a major tournament.

Quality time or viewing quality?

The desire for community remains strong. Most fans watch major tournaments together whether at home with family (54%), with friends (30%), or at a pub (41%).

Despite this clear desire to share the matchday watch, the quality of the viewing experience is holding many venues and homes back from being the go-to matchday set-up. In fact, more than eight in ten (82%) fans say picture and sound quality directly impacts how much they enjoy a major match.

Almost two-thirds (65%) of football fans have experienced some form of disruption while watching a major match at a venue, including:

• Blocked or restricted viewing angles: 29%
• Commentary volume unclear or inconsistent: 25%
• Glare or sunlight reflection affecting screen visibility: 23%
• Sound slightly out of sync with the action: 23%
• Screen not bright enough during daytime matches: 18%
• Difficulty tracking the ball clearly: 17%

Closing the gap in the match day experience

These issues are influencing where fans choose to watch the big game, prompting some to leave venues early, not return, or leave a venue to find a better TV viewing experience elsewhere.

Two thirds (66%) of football fans said they would visit their local community hub, pub or sports club more often if it improved its viewing experience. Almost three in five (59%) fans surveyed feel proud when their local venue is considered the ‘go-to place’ to watch live sport matches.

As fans look for experiences that combine both atmosphere and quality, it’s clear that most are looking for a match day experience that balances viewing quality with community spirit.

The research comes as Samsung marks 20 consecutive years of being the global No.1 TV brand[1], continuing to deliver immersive match day experiences whether in a local venue or at home.

To celebrate this milestone, Samsung has partnered with football legend, Thierry Henry to support its #WatchItOnASamsung campaign, focused on Samsung’s ongoing commitment to delivering high-quality matchday viewing experiences this sporting season – whether you are in your local venue or at home. In fact, more than half of fans surveyed (57%) said a Samsung would be their preferred TV to watch a football match on.

Henry will help the brand to showcase its latest TV innovations across its Micro RGB, OLED and Neo QLED range, from glare free technology to AI Football Mode & AI Sound Controller Pro – which allows users to adjust audio, such as muting background crowd noise – in a series of branded films and an exclusive event.

“Football is all about bringing people together whether you’re watching at the stadium, at home or at your local venue. But it’s also a game where split-second moments can change everything, so the quality of how you watch is just as important as the match itself,” Thierry Henry commented.

“Football, like all sports, brings people together to create shared moments and memories for fans across the world. However, as technology evolves, so do expectations and viewing habits. One thing remains true no matter how you watch live games, highlights, or key sporting moments, and that is that you always want the highest quality viewing experience,” shared Dan Harvie, VP of Home Entertainment and Appliances at Samsung UK.

“Our research also underlines the importance of community and how watching live sport together is as important as it ever was. Our latest ‘Raise The Bar’ campaign is all about supporting your local pubs and venues with the latest Samsung TVs and sound devices so the community can benefit from the best equipment possible and everyone can enjoy the exciting summer of sport together.”

Celebrating the role of shared matchday moments, fans can find out more about the ‘Raise The Bar’ campaign and vote to support their local venue at watchitonasamsung.com.

For more information on the latest range of Samsung TVs, please visit: https://www.samsung.com/uk/tvs/all-tvs/

[1] Source: Omdia, February 2026. Global television market share by manufacturer, based on annual sales by volume and revenue. According to Omdia data, Samsung has been the world’s leading TV brand for 20 consecutive years. For general information only; not an endorsement, certification or recommendation by Omdia.

Samsung Electronics Co., Ltd. today announced the global launch of the 32-inch Samsung Spatial Signage (SMHX model), adding a compact format to its glasses-free 3D commercial display lineup. Designed for narrow shelves and counters, it gives brands a flexible way to present product-focused content in full 3D rotation.^[1]

“The 32-inch Spatial Signage makes immersive 3D accessible across a much wider range of commercial environments,” said Hyoung Jae Kim, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “Combined with our growing portfolio of displays and solutions, the new model reflects Samsung’s commitment to building a connected commercial display ecosystem that customers can rely on, wherever they operate.”

Smaller Format, Bigger Impact at Shelf Level

The 32-inch model follows the global rollout of the 85-inch Spatial Signage earlier this year. While the 85-inch model is designed for large, high-impact retail installations with life-size product visuals, the 32-inch model brings the same glasses-free 3D experience to shelves, counters and other compact spaces.

Suited for a wide range of environments, including retail, public spaces, entertainment venues, education and hospitality, the smaller format brings immersive 3D content to places where close-up visibility matters most. The 32-inch Spatial Signage helps highlight featured products, promotional content, exhibit information, campus messaging and other high-impact content.

Spatial Signage uses Samsung’s patented 3D Plate technology, which applies binocular parallax to deliver different images to each eye, creating cinematic depth without 3D glasses. It retains full clarity while showing all sides of a product in realistic 360-degree rotation.

Weighing just 8.5 kg with a sleek 49.4 mm slim profile, the 32-inch model features FHD resolution (1,080 x 1,920) in a 9:16 portrait format. Unlike bulky box-type 3D displays, it is lightweight, easy to install and compatible with industry-standard VESA wall mounts for wall or stand placement, much like conventional signage.^[2]

Spatial Signage has earned industry recognition, including a CES 2026 Innovation Award in the Enterprise Tech category and a Silver award at the Edison Awards. Going forward, Samsung plans to further expand the Spatial Signage lineup with new sizes, including a 55-inch model.

More Control and Creativity With Samsung VXT

Samsung also announced new updates to Samsung VXT, its cloud-based digital signage platform.^[3] The update brings new capabilities to Samsung’s full digital signage portfolio,^[4] including Spatial Signage. Businesses can use VXT to manage connected screens across multiple locations, schedule and automate content delivery and create signage-ready video content directly within the platform.

To further enhance remote management, Samsung has added scheduling capabilities to screen presets, allowing screen settings such as brightness, volume and on/off timers to be applied across connected displays at a designated time or according to a set schedule, including outside operating hours. VXT also includes Smart Download, which helps minimise network traffic load by enabling content to be downloaded by some screens and shared with other connected screens on the same network.^[5]

Released earlier this month, AI Studio app enables users to create signage-ready videos from a single product image and a text prompt, with an option to upscale output to 4K UHD resolution at 60 frames per second. The app also includes an option to optimise content for Spatial Signage to enhance the overall 3D viewing experience.

Samsung VXT has also expanded its content management capabilities with the following features:

• Event now includes automated content transitions, adding new event types, like weather conditions. This allows businesses to automatically display content based on real-world weather^[6] For example, signage can promote rain gear in wet weather and switch to sun hats in sunny conditions, allowing businesses to manage content more dynamically across different scenarios.

• Multiple Takeover enables synchronised content transitions across all linked screens based on a preset schedule and playback cycle, allowing centralized control over large-scale content campaigns.

• Streaming Widget enables real-time streaming of live broadcast content directly on connected displays, with support for closed caption settings.

Samsung’s continued focus on advancing both display hardware and platform capabilities has contributed to its position as the world’s No. 1 commercial display provider for 17 consecutive years.^[7] For more information, visit www.samsung.com.

[1]Now available in Korea, the 32-inch Spatial Signage will roll out to global markets throughout 2026. Availability of Spatial Signage may vary by size and region.

[2]Spatial Signage supports wall mount installation. Wall mount and stand accessories are sold separately.

[3]Samsung VXT is sold separately and availability varies by region. Additional usage fees may apply for certain apps within the platform.

[4]Samsung VXT is available on signage running Tizen 4.0 or above.

[5]Smart Download is supported on signage running Tizen 6.5 or above.

[6]Weather data is sourced through The Weather Channel (TWC) widget.

[7]Omdia Q4 2025 Public Display Report, by unit sales. Excludes Consumer TVs. Omdia. For general information only; not an endorsement/certification/recommendation; no liability for reliance.

▲ “Autoportrait” (1929) © Tamara de Lempicka Estate, LLC / ADAGP, Paris

Samsung Art Store introduces 22 works by Tamara de Lempicka, a defining Art Deco artist. Renewed interest in the style — often linked to a broader “Neo-Deco” revival — is bringing her signature aesthetic back into the spotlight for a new generation of design-conscious audiences across interiors and fashion.

Known for bold compositions, sculptural forms and refined elegance, Lempicka’s work captures early 20^th-century modernity. With clean lines, striking geometry and polished surfaces, her style continues to influence contemporary art, fashion and design.

The collection includes some of Lempicka’s most celebrated pieces such as the iconic “Autoportrait” (1929), a self-portrait painted in Paris and commissioned by the German fashion magazine Die Dame to celebrate women’s independence. Also featured is “St. Moritz,” a sharply composed portrait showcasing her distinctive, highly stylised approach. A selection of still lifes further highlights the breadth of her practice, demonstrating her versatility across subjects while maintaining a cohesive visual identity.

▲ “St. Moritz” (1929) © Tamara de Lempicka Estate, LLC / ADAGP, Paris, on The Frame Pro.

“At the heart of Tamara de Lempicka’s work is a powerful sense of identity, elegance and modernity,” said Marisa de Lempicka, President of the Tamara de Lempicka Estate. “It is important for us to continue sharing that vision in ways that resonate with contemporary audiences. This collaboration with Samsung Art Store enables her work to enter new spaces.”

With the addition of Lempicka’s work, Samsung Art Store expands its portfolio in step with evolving design trends — offering new ways to personalise living spaces with culturally relevant art. The collaboration also reflects the platform’s commitment to accessibility, bringing diverse artistic voices into everyday environments and broadening engagement with significant pieces.

“Tamara de Lempicka’s work has a timeless quality that feels especially relevant as Art Deco comes back into focus,” said Marta Di Gioia, Curator for Samsung Art Store Europe. “The work retains its boldness and modernity without losing its original edge.”

For nearly a decade, Samsung has shaped the future of art in the home. Introduced in 2017, The Frame — the world’s first Art TV — transformed blank screens into curated canvases. By 2025, the Art TV lineup expanded to include Neo QLED, Micro RGB and Micro LED, with OLED^[1] joining in 2026. Samsung Art Store^[2] now reaches more TVs than ever, offering a growing catalog across genres and periods and reshaping how people discover and enjoy art.

[1] S99H only.

[2] Art Store subscription and Samsung Account connection required to access full selection of artwork.

Samsung Electronics proudly presents a new art collection in Samsung Art Store, created in partnership with the Maria Prymachenko Family Foundation.

Now, the artist’s masterpieces will grace the homes of owners of The Frame and Neo QLED TVs.

Maria Prymachenko is one of Ukraine’s most celebrated artists – a visionary whose work transcends time, rooted in imagination, nature, and love.

Her mission was to make the world a better place – and she did so through her art.

In her paintings, fantastic beasts roam, magical flowers bloom, birds spread their wings, and goodness always triumphs over evil. Her works preserve the memory of her ancestors, the voice of tradition,   and a profound belief that even in dark times, the world can remain full of light.

Today, her paintings are exhibited in leading museums around the world – and thanks to Samsung Art Store, anyone can now enjoy them right at home^[1].

Maria Prymachenko Art Collection in Samsung Art Store

The collection features some of the artist’s most renowned works, showcasing the many facets of her distinctive style.

My Home, My Truth

The Dove Spread Her Wings, Wishing Peace on Earth

Ukrainian Art Goes Global

The arrival of Maria Prymachenko’s works in Samsung Art Store marks a significant cultural milestone.

Now, alongside masterpieces by Van Gogh, Monet, Dalí, and Basquiat, millions of users worldwide can discover Ukrainian art.

“It’s a great honor for us that Maria Prymachenko’s artworks are now part of the global art community within Samsung Art Store. This is not only recognition of her artistic genius but also an important step toward promoting Ukrainian culture on the world stage,” said Samsung Electronics Ukraine.

“The mission of the Maria Prymachenko Family Foundation is to preserve and spread the artist’s legacy. Collaboration with Samsung allows us to open her unique world to millions of people in different countries. It’s another step toward making Ukrainian art heard among the most iconic names of the 20th century,” said the Prymachenko Family Foundation.

Samsung Art Store already brings together collections from the Metropolitan Museum of Art in New York, Tate in London, Prado Museum in Madrid, and Belvedere Museum in Vienna.

Now, Ukraine’s voice joins this global chorus – through the vibrant and soulful universe of Maria Prymachenko.

The Samsung Art Store app offers the perfect way to transform your TV and decorate your home with a masterpiece suited for any season, celebration, or mood.

You can choose from over 3,500 artworks by more than 800 artists, including a special collection of 12 works by Maria Prymachenko.

The Samsung Art Store is available on Neo QLED 8K, Neo QLED, QLED, and The Frame TVs, powered by Samsung Vision AI – a technology that enhances picture and sound quality using artificial intelligence, now available across Samsung’s 2025 TV lineup.

These models also feature new personalised options that elevate the viewing experience for movies, shows, and sports.

With this collection, Samsung offers more ways than ever to turn your screen into a personal art gallery.

The Maria Prymachenko collection is now available exclusively in the Samsung Art Store for all Samsung Art TV users worldwide.

[1] Art Store subscription and Samsung Account connection required to access full selection of artwork.