Khaberni - Samsung Electronics recently organized a session titled "FAST Forward: How New Broadcasting Models Are Shaping the Next Generation of Television", as part of the Tech Forum sessions alongside the CES 2026 consumer electronics show at the Wynn Hotel in Las Vegas, Nevada. The session brought together notable figures from the media and entertainment sectors to discuss the evolution of television broadcasting and the rapid growth of ad-supported free television broadcasting (FAST).
The session highlighted the mutual relationship between the rapidly evolving consumer behaviors and preferences of today, the transformation of content through technology and revenue models, the growing role of creators as centers for content production, and the ways in which interactive and live experiences contribute to the shift from viewing to active participation.
The session was moderated by Natalie Garvey from The Ankler, and included participants Sally Brodsky, Vice President and Global Head of Samsung TV Plus; Alessandra Catanese, CEO of Smosh; and Bruce Casino, Executive Vice President of Sales and Distribution in the United States at NBCUniversal Global TV Distribution.
The popularity of ad-supported free television broadcasting is increasing as viewers redefine the true value of the viewing experience
With viewers feeling subscription fatigue and the fragmentation of broadcasting services, the session spotlighted the role of ad-supported free television broadcasting (FAST) in simplifying the television experience and providing real value to the viewer. Samsung TV Plus was a focus of discussion as a platform aimed at facilitating access, offering hundreds of live and on-demand channels within a single, easily accessible free experience across Samsung devices and televisions worldwide.
Sally Brodsky said: "The television experience today often feels like a significant effort. Through Samsung TV Plus, we aim to simplify the television experience and make discovering content easier, while providing a modern, connected experience where the viewer feels comfortable and valued."
Participants in the session emphasized that ad-supported free television broadcasting has become a fundamental part of the broadcasting ecosystem, complementing subscription models and traditional services, and offering high-quality, reliable content on a broad scale. For Samsung TV Plus, this evolution is centered on shared experiences that enhance the viewing experience and meet the needs of users, not just where they are located, but also where they aspire to reach.
Hybrid broadcasting models redefine the traditional broadcasting system
Participants in the seminar confirmed that the development of live broadcasting does not aim to replace traditional models, but instead seeks to expand the range of audience interaction with content. Ad-supported free television broadcasting, subscriptions, and linear distribution models are increasingly integrated, enabling studios to promote successful content, reach new viewers, and achieve high-efficiency added value.
Bruce Casino explained that this approach has enabled NBCUniversal to expand the presence of its classic and contemporary content within ad-supported free broadcasting environments without impacting its performance across other platforms, and said: "Ad-supported free television broadcasting does not redefine traditional distribution so much as it expands it. What we notice is that when strong content is presented across multiple viewing points, it generates real added value, allowing brands and content to thrive across ad-supported free broadcasting platforms and traditional TV lines simultaneously."
Content creators redefine the concept of the studio
The session also discussed the impact of changes in viewing habits and the evolution of television platforms on the course of content creation, where content creators no longer need to work exclusively with traditional studios to reach a wide audience. As this content moves from digital platforms to television screens, ad-supported free television broadcasting plays a crucial role in bridging the gap between digital culture and traditional television, while elevating production quality.
Samsung TV Plus was highlighted as a platform that enables content creators to transition from emerging digital brands to integrated television studios, expanding their reach and opening up new revenue opportunities, and enhancing their work's accessibility to broader segments of the global audience.
Alessandra Catanese said: "Our partnership with Samsung TV Plus has allowed us to enhance the quality of our production and invest in the future of the Smosh brand. The platform has proven to be the ideal choice for reaching a wider audience, offering our content within a distinguished environment that supports our strategic orientations and growth trajectory as a company."
Live and interactive experiences enhance engagement
As the scene surpasses the on-demand model, participants discussed how live programming, such as music concerts and interactive experiences, are reshaping the television experience by creating shared moments in which the audience becomes an active part of the event.
With features such as simultaneous premieres and real-time participation, technology transforms the television experience from a traditional watching mode to an interactive experience that enhances connection and the sense of belonging, naturally bringing viewers together. Participants agreed that the future of television will be characterized by flexibility, cultural connection, and experiences that encourage active participation, not just consumption of content.
Sally Brodsky emphasized: "Authentic content that strengthens cultural ties and brings people together is what matters most. This is why we invest in live events, creator programs, and interactive formats that always remind the audience of the importance of television in the home entertainment experience."
As broadcasting continues to evolve, Samsung is focused on building an integrated television ecosystem that provides value to viewers, opportunities for creators, and broad access possibilities for advertisers, redefining what television can offer in 2026 and beyond.
