LONDON, UK – May 7, 2025 – Samsung Electronics UK has unveiled an exciting new partnership with BAFTA (The British Academy of Film and Television Arts), as it continues to expand its commitment to supporting the UK’s vibrant creative industries.

The partnership announcement coincides with the launch of Samsung’s much-anticipated 2025 TV, projector and soundbar line-up, bringing the latest in AI-powered screen and audio innovations to British homes. Available to pre-order from today, the range will ship nationwide from Samsung.com and retail partners^[1] including John Lewis, Currys, Argos, AO and Richer Sounds.

Samsung partners with BAFTA to support UK creative industries

Samsung has become the Official Screen Partner of BAFTA – underlining Samsung’s notoriety for superior picture quality and being at the heart of immersive, home entertainment. BAFTA champions and celebrates the best creative content across the screen arts’ industries – there are clear synergies between the two organisations. This collaboration marks the beginning of a joint initiative that celebrates storytelling, champions British talent, and spotlights innovation across film, games and television.

Samsung is committed to enhancing how audiences experience content, both at home and beyond. This partnership aligns perfectly ahead of the upcoming BAFTA TV Awards this Sunday, as a significant portion of the UK continues to enjoy their favourite shows on Samsung TVs – now in its nineteenth year as the global market leader for TV^[2].

“The UK’s creative industries are thriving, driven by advances in technology, and the rise of digital-first content,” said Zeena Hill, Director of Marketing TV/AV at Samsung UK. “As more people enjoy award-winning entertainment at home, our unrivalled TV technology and innovations continue to lead the industry forwards and ensure that every creative detail is experienced at its best.

“This partnership with BAFTA champions artistic expression and elevated storytelling for a richer, more immersive viewing experience for all to enjoy.”

Jane Millichip, CEO at BAFTA, said: “Samsung’s commitment to innovation and excellence in home entertainment aligns perfectly with BAFTA’s mission to champion creativity and inspire audiences. Together, we look forward to celebrating the very best in screen storytelling and delivering even more engaging experiences to viewers globally.”

Revolutionising TV with Samsung Vision AI

The new Samsung 2025 line-up integrates advanced AI technologies to deliver an unparalleled and more personalised entertainment experience than ever before. Plus customers can claim up to £1000 cashback when you pre-order selected 2025 Samsung TVs and up to £400 on selected soundbars^[3].

Samsung’s 2025 TV line-up introduces groundbreaking innovations in picture quality and smart features. Powered by Samsung Vision AI, the latest Samsung TVs takes the viewing experience to the next level. Advanced AI technologies analyse content and surroundings to automatically optimise the picture and sound.

Samsung is also introducing enhanced Glare-Free technology^[4] on select models, minimising reflections while maintaining deeper blacks and clear images, even in brightly lit rooms. By using a new material, the anti-reflective properties have been greatly improved so that you can enjoy a beautiful image, regardless of the light on the screen. The Glare-Free technology has been expanded to selected Neo QLED and OLED models.

The TV line-up for 2025 includes a wide range of technologies and design, including:

• Neo QLED 8K: With advanced Quantum Matrix Technology and Ultra Viewing Angle Technology for an unprecedented level of detail and contrast.
• Neo QLED 4K: An excellent balance between picture quality and value, with powerful processors and bright, vibrant colours. The new QN90F now also feature Glare-Free technology, and have an improved processor and faster refresh rate.
• The NEW Frame Pro enhances consumer experience by incorporating advanced Neo QLED technology, for enhanced, immersive picture quality alongside its Glare-Free Matte^[5] finish to minimise distractions and compliment your interior with displaying stunning art⁳ when in standby mode.
• In addition, the newly announced and renewed Wireless One Connect box allows the TV to be connected wirelessly from up to 10 metres away, meaning that unsightly cables are a thing of the past.
• The Frame and The Frame Pro also have access to the Art Store^[6], giving consumers access to over 2500+ pieces of art from some of the most well-known museums and art galleries globally.
• OLED 4K: Available in different models (S95F, S90F, S85F) with screen sizes up to 83”. Samsung is continuing to innovate with its 2025 OLED line-up, delivering powerful full-screen brightness, deep blacks, vibrant, Pantone®-validated colours and our most advanced OLED Glare-Free technology – for distraction-free viewing across any environment
• QLED 4K: Bright colours and an excellent viewing angle.
• Crystal UHD: Sharp 4K resolution and vibrant colours at an attractive price.
• NEW – The Premiere 5 is a new full HD touch interactive triple laser, ultra-short throw projector. Providing cinematic visuals and vivid colours that can project a screen up to 100 inches alongside interactive features^[7].

New Soundbar line-up: design with superior sound experience

Samsung’s new Soundbar line-up is designed to work in sync with the new televisions and create an immersive audio experience. The top models, such as the HW-Q990F and HW-Q930F, offer a three-dimensional surround sound with support for Dolby Atmos and DTS:X, giving the audio a next generation experience. The compact subwoofer with dual active drivers of the HW-Q990F ensures a deep and powerful bass without vibrations.

With its sleek, modern design the all new  QS700F Soundbar fits seamlessly into any room, with its new convertible design that can automatically detect the direction of installation through its gyro sensor and will optimise the sound accordingly – providing a perfected Dolby Atmos sound experience no matter how you install it in your home.

AI-driven sound optimisation, such as Q-Symphony together with SpaceFit Sound Pro, analyse the acoustics of the room and the content played to automatically optimize the sound for a clear, balanced and spacious reproduction and intelligible dialogue.

With this new line-up, Samsung is once again setting the standard for home entertainment – ​​smarter, more beautiful and more immersive than ever before.

[1] Currys, John Lewis, Richer Sounds, Argos, AO, Very, Littlewoods, Amazon, Costco, Hughes Electrical and Harvey Norman.

[2] Samsung Electronics Marks 19 Consecutive Years as the Global TV Market Leader.

[3] Disclaimer: Samsung Electronics (UK) Limited. Purchase between 07.05.25 – 27.05.25 from a participating retailer. Claim must be submitted between 30 and 60 days of purchase. Maximum four claims per household, 10 per registered business. To claim, and for full T&Cs, see https://samsungoffers.claims/preorder2025VisionAI.

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

[5] Measured against Unified Glare Rating (UGR) testing standard, certified as glare-free (reflection, discomfort and disability glare) by UL.

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

[7] Touch interaction is only available with the Touch Stand connected. Touch interaction support may vary by app, some apps may not support the feature. Some functions may be limited when using the feature.

LONDON, UK – Jan. 3, 2025 – Samsung Electronics Co., Ltd. today announced the integration of Eclipsa Audio — a groundbreaking 3D audio technology developed in partnership with Google — into its 2025 TV and soundbar lineup. By empowering creators to craft dynamic, immersive audio content and enabling seamless playback on Samsung TVs, Eclipsa Audio brings captivating audio and visual experiences closer to consumers than ever before.

“We are proud to lead the industry with the integration of Eclipsa Audio into our 2025 TV and soundbar lineup,” said Taeyong Son, Executive Vice President and Head of the R&D Team, Visual Display Business, Samsung Electronics. “This innovation opens new possibilities for immersive audio experiences and reinforces our commitment to shaping the future of home entertainment.”

Innovating the Home Entertainment Experience

Samsung, the global leader in the TV market for 18 consecutive years, is redefining home entertainment with the integration of Eclipsa Audio. Samsung TVs are now poised to make this groundbreaking technology accessible to more consumers than ever before.

Eclipsa Audio allows creators to adjust audio data such as the location and intensity of sounds, along with spatial reflections, to create an immersive three-dimensional sound experience.

As the first in the industry to adopt Eclipsa Audio, Samsung is integrating the technology across its 2025 TV lineup — from the Crystal UHD series to the premium flagship Neo QLED 8K models — to ensure that consumers who want to experience this advanced technology can choose from a wide range of options.

Expanding Content and Playback

Starting in 2025, creators will be able to upload videos with Eclipsa Audio tracks to YouTube. Viewers with 2025 Samsung devices will be able to watch YouTube videos with premium spatial audio when available.

To ensure consistent audio quality, Samsung and Google are working with the Telecommunications Technology Association (TTA) to create a certification program for devices using Eclipsa Audio, ensuring that consumers experience the highest standards of sound fidelity.

“We believe that Eclipsa Audio has the potential to change the way we experience sound,” said Jim Bankoski, Vice President of Engineering, Google Chrome. “We are excited to see how the creator community uses it to create new and innovative audio experiences.”