Samsung TV Plus Platform Doubles Down on FAST in Rebrand

Samsung is living life in the fast lane, as it's a new era for the company’s free ad-supported TV (FAST) platform, Samsung TV Plus. During Samsung’s NewFronts presentation earlier this year, the company hinted it was focused on FAST, announcing four new channels to join 19 other owned and operated channels on the platform. Now, Samsung TV Plus will have a whole new look. Samsung Electronics unveiled a new global brand for the FAST service, which currently reaches 24 countries and 465 million devices across TV and mobile. In the last year, Samsung TV Plus has seen 100% growth in consumer viewing, including nearly 3 billion hours streamed. The rollout includes a slate of new programming partnerships and features, representing Samsung’s commitment and belief in ad-supported streaming. It will roll out across the company’s smart TVs, mobile apps and web. Samsung Ads Optimizes Streaming Buys, Preps 4 New FAST Channels “Our new look, programming and partnerships come at a time when many consumers are overwhelmed by a myriad of monthly bills and subscriptions. We are proud not only to manufacture quality devices, but ones that provide additional value through instant and free access to entertainment spanning movies, music, news, art, gaming, health and more,” Sang Kim, svp of product and marketing, said in a statement. U.K.-based brand agency DixonBaxi led the rebrand, inspired by Samsung TV Plus’ cross-device experience. The new look uses bold color and animation to highlight the variety of content on the FAST service. A slate of content Samsung TV Plus is expanding its video on demand library and plans to double it in 2023. A lot of that will come from new and expanded partnerships with Lionsgate, Vice Media and others. The company is launching several new Samsung owned and operated channels, including auto-focused offering Ride or Drive and Samsung Showcase. In June, Samsung hired Andy Singer, who’s held roles at Alkemy X, Travel Channel, DIY Network and HGTV, to head up content at TV Plus. “As an early player in the free ad-supported streaming TV space with unrivaled expertise across hardware, software and services at a truly global scale, Samsung TV Plus has become a top viewing destination for consumers around the globe,” Won-Jin Lee, president and head of the service business team at Samsung Electronics, said in a statement. “We are thrilled to recognize the massive growth we’ve achieved so far across 24 countries and over 1,600 channels globally. Samsung TV Plus’ new brand signifies our continued investment into the future of FAST.” In addition to O&O channels, Samsung is strengthening its partnerships with companies such as A+E Networks, The E.W. Scripps Company and BBC Studios. The company will also launch a Top Gear channel from BBC and the Home.Made.Nation channel from A+E Networks. On the news side, Samsung TV Plus carries all four major live FAST broadcasters and is launching an expansive initiative to bring more live local news to viewers around the U.S. Samsung will unveil the new look during an event at the company’s flagship store in New York Tuesday night.