Samsung Electronics today announced an exclusive global partnership with the world's leading guitar brand, Fender, to bring the world's first TV edition of Fender Play to Samsung TVs in 2026.¹

"With video-based lessons on Samsung TVs, learning an instrument fits naturally into daily life and helps players reach goals faster," said Hun Lee, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. "By bringing Fender Play to TVs for the first time, Samsung is turning the largest screen at home into a place to learn and play together."

Players can choose an education path for four different instruments: electric guitar, acoustic guitar, bass or ukulele. Musicians can also access on-demand courses by skill level, each with a wide range of step-by-step lessons built around familiar songs. Through Jam Mode, players can pick a fun background and play along with curated tracks from a variety of genres, turning their screen into a stage.

Samsung debuted a live preview of the experience at CES 2026, with on-screen demos that showcased the immersive learning experience. With 19 consecutive years of leading the global TV market², Samsung delivers the picture, sound and reliability that keep new players engaged as they build skills.

"We are thrilled to bring Fender Play's immersive learning experience to Samsung TV users, helping guitar enthusiasts take their skills to the next level," said Cliff Kim, VP of Growth Strategy, Digital Products at Fender and President of the Fender Play Foundation. "Our mission has always been to educate and inspire players globally and this partnership gives music lovers the opportunity to learn, practice, and play with Fender Play's high-quality, interactive lessons directly on their Samsung TV."

The app will be released in the first half of 2026. For more information, visit https://www.samsung.com.

1 Beginning in 2026, Fender Play will be available on 2025 and later Samsung TVs in 49 countries across the Americas, Europe, Australia, New Zealand and South Korea.

2 Source Omdia, Feb 2025. Results are not an endorsement of Samsung. Any reliance on these results is at the third party's own risk.