OSN and Samsung Launch Region's First Boxless TV Experience in UAE

OSN and Samsung have launched OSNtv on Samsung Smart TVs across the UAE in February 2026, eliminating the need for set-top boxes. According to the companies' joint press release, the integration allows access to over 45 exclusive channels and 18,000 hours of on-demand content directly through compatible Samsung TVs from 2021 onwards.

What OSNtv on Samsung TV offers

The service integrates OSN's complete entertainment catalogue directly into Samsung's Smart TV platform. Users get access to over 45 exclusive channels, Free-To-Air channels, and over 18,000 hours of on-demand content including blockbuster movies, acclaimed series, Arabic favourites, and kids' programming.

Everything is navigated through Samsung's One Remote, with minimal setup required. The integration works exclusively on Samsung Smart TVs from 2021 models onwards across MENA markets.

For context, this represents a significant shift from traditional cable and satellite setups that require external hardware. Samsung's 2026 TV roadmap has emphasised integrated services and AI features as key differentiators.

How the boxless experience works

The OSNtv experience eliminates external devices entirely. Users activate access directly from their Samsung TV interface and can begin watching instantly. No additional cables, set-top boxes, or satellite dishes are required.

Mustafa Sadick, Head of TV and Sound Device at Samsung Electronics MENA, said: "Our mission has always been to push the boundaries of what is possible in home entertainment. This new partnership with OSN reflects our shared commitment to innovation and a continuation of our long-term collaboration to enhance the viewing experience for audiences in the region."

The integration builds on Samsung's connected home strategy, combining their Smart TV technology with OSN's content slate to simplify premium entertainment access.

Complimentary access for new Samsung TV owners

New Samsung Smart TV owners receive complimentary access to OSNtv for up to 12 months, subject to terms and conditions. After this period, OSNtv will be available at exclusive pricing for selected MENA markets, though specific UAE pricing hasn't been announced.

Existing Samsung Smart TV users (2021 models onwards) can also activate the service directly from their TV interface. The companies note that this marks the region's first boxless TV experience of this scale.

Imad El Khoury, VP Commercial MENA at OSN, added: "OSNtv on Samsung TV Key represents a major leap in convenience, giving Samsung Smart TV owners an effortless way to enjoy OSN's world-class content directly on their screens."

UAE availability and compatible models

The service launched across UAE and wider MENA markets in February 2026. Compatible Samsung Smart TV models include all 2021 editions onwards, covering the company's QLED, Neo QLED, and Crystal UHD ranges from recent years.

Users can check compatibility through their Samsung TV's Smart Hub interface. The service activation process is handled entirely through the TV's built-in menus, with no additional apps or external subscriptions required.

This partnership follows OSN's broader digital strategy, complementing their existing OSN+ streaming service with integrated TV experiences.

OSNtv pricing and availability in UAE

OSNtv is available immediately across the UAE on compatible Samsung Smart TVs (2021 models onwards). New Samsung Smart TV owners receive complimentary access for up to 12 months, subject to terms and conditions.

Post-offer pricing for UAE markets hasn't been disclosed, with Samsung and OSN noting that exclusive pricing will be announced for selected MENA regions following the complimentary period. Existing Samsung TV owners can activate the service directly through their TV's interface.

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