Samsung partners BAFTA to champion UK creative industry

Samsung has announced a high-profile partnership with BAFTA, reinforcing its commitment to the UK’s creative sector and further aligning its brand with the future of visual storytelling. The announcement comes ahead of the 2025 BAFTA TV Awards and coincides with the launch of Samsung’s 2025 range of televisions, projectors and soundbars, which herald a big shift to AI-powered home entertainment.

Under the new agreement, Samsung becomes the Official Screen Partner of BAFTA, a move designed to celebrate and support British talent across film, television, and gaming. For Samsung, the partnership is being hailed as a clear statement of intent: the home is now the theatre, and Samsung intends to be the screen of choice for discerning audiences and creators alike.

“This partnership with BAFTA champions artistic expression and elevated storytelling for a richer, more immersive viewing experience,” said Zeena Hill, Director of Marketing for 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 forward.”

BAFTA CEO Jane Millichip welcomed the collaboration, adding: “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 delivering even more engaging experiences to viewers globally.”

Samsung’s move feels both timely and tactical. As the BAFTA TV Awards approach, viewers may well be watching the red carpet on the very screens that now carry BAFTA’s official endorsement.

The partnership announcement was made alongside the unveiling of Samsung UK’s 2025 AV portfolio. The new line-up showcases Samsung’s most intelligent screens and sound systems to date, all unified by Samsung Vision AI, a proprietary platform that uses artificial intelligence to optimise content based on ambient conditions and viewing preferences.

Neo QLED 8K and 4K models remain the crown jewels of Samsung’s TV range, with improved Quantum Matrix Technology, refined colour mapping, and a new Glare-Free screen material for select OLED and Neo QLED models. The flagship QN90F Neo QLED 4K boasts an improved processor and higher refresh rate, targeting both high-end cinephiles and next-gen console gamers.

The popular The Frame returns in its new Frame Pro iteration, now equipped with Neo QLED panels and a matte anti-reflective finish that blends technology with décor. It also supports the expanded Art Store, offering over 2,500 works from top museums and galleries worldwide. New to this year’s offering is an upgraded Wireless One Connect box, which allows cable-free TV placement up to 10 metres away, ideal for clean installations in premium AV environments.

Samsung’s OLED range also expands with the S95F, S90F, and S85F, including screens up to 83-inches and boasting Pantone-validated colour, full-screen brightness, and improved Glare-Free tech. Meanwhile, QLED 4K and Crystal UHD options provide more accessible choices without sacrificing quality.

Adding to the spectacle, Samsung introduced the Premiere 5, a triple-laser ultra-short throw projector capable of producing 100-inch Full HD images with touch-interactive features, aimed squarely at premium home cinema and educational installations.

Samsung’s 2025 soundbar line-up is led by the HW-Q990F and HW-Q930F, both supporting Dolby Atmos and DTS:X with multidirectional surround sound. The Q990F features a compact subwoofer with dual active drivers.

The newly launched QS700F soundbar brings aesthetic flexibility and smart functionality, using a built-in gyro sensor to detect installation orientation and optimise audio output accordingly. Advanced features like Q-Symphony and SpaceFit Sound Pro use AI to analyse room acoustics and content type for clearer dialogue and deeper immersion.