How to turn off Samba TV on a Sony Bravia
On Sony Bravia TVs content recognition is not Sony’s own: it comes from Samba TV, which offers to set itself up during the first configuration. You can decline it there, or switch it off later from the settings.
Updated
Step by step
Google TV models
Path reported by Consumer Reports and Popular Science; Sony’s own pages call the section System Preferences.
- Open Samba Interactive TV, just below Privacy.
- Switch it off. On some models the switch sits under About.
- Reset Samba’s advertising ID.
Android TV models
- Open the Samba settings and choose Disable. On older sets the entry is called Interactive TV Settings.
During the first setup
- When the Samba welcome screen appears, choose Set up now, then Next, then Disagree and Disable, and confirm with Yes.
Google ad settings
- Delete the Google advertising ID.
Menus change with TV updates: if a label does not match, look for the closest entry in the same section.
Not on every model
Sony lists Samba as supported on its 2020 and later Google TV and Android TV models in a list of countries that includes Italy. In the UK it is not on the 2025 models (BRAVIA 8 II, 5 and 3). If you cannot find the entry, your model may simply not have it.
What keeps talking
Testing a Bravia 8 II, RTINGS saw it contact Samba TV’s servers, and noted that the TV can be set up as a basic TV, without the Google TV features. Turning off Samba does not touch Google’s own usage data or the apps you install. In December 2025 the Texas attorney general sued Sony, together with four other TV makers, over content recognition.
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Questions
Is Samba TV part of Sony?
No. Samba TV is a separate company whose service comes preinstalled on many Bravias. It recognises what is on screen and uses it for recommendations and advertising.
Can I set up a Bravia without Samba?
Yes. Decline it on the welcome screen during the first setup, with Disagree and Disable. You can also switch it off later from the settings.
Sources
- Samba Interactive TV on Google TV and Android TV, Sony USA support · checked on October 21, 2026
- Samba Interactive TV, Sony UK support · checked on October 21, 2026
- How to disable Interactive TV settings (Android TV), Sony USA support · checked on October 21, 2026
- How to Turn Off Smart TV Snooping Features, Consumer Reports · checked on October 21, 2026
- How to stop your smart TV from tracking you, Popular Science · checked on October 21, 2026
- Smart TV tracking: what your TV collects, RTINGS · checked on October 21, 2026
- Manage your ad settings on Google TV, Google TV Help · checked on October 21, 2026
- Attorney General Paxton sues five major TV companies, Texas Attorney General, 15 December 2025 · checked on October 21, 2026
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