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River OS: LG introduces alternative TV operating system, built on ads


Alex

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River OS

LG Ads, the company's advertising arm, has announced River OS which is a new Smart TV operating system built on ads and personalization. The first River OS-based Smart TVs will ship in late 2021.

LG River OS

LG River OS

LG said that it has already lined up multiple OEM partners. The first River OS-powered Smart TVs will ship in India by the end of 2021, and in the US and elsewhere sometime in 2022. - "Our current OEM partners include LG, Sharp, Hisense, Toshiba, Seiki, Skyworth, Tivo, and Sling Media, with over 10 more OEMs committed to joining us in 2021," the company said.

River OS will have a personalized home screen with content and ads tailored to the specific user through profiling. All device, input, channel, and app switching in the Smart TV is handled by River OS, which will also have deep integration of voice control. - "With streaming dominating viewing time today, it’s still too hard for people to find, discover and enjoy the programs they want to watch, across literally thousands of content sources available. River OS solves that challenge in an elegant way and delivers new, fully voice-controlled smart TV features that consumers will find innovative and essential. And we’re able to package ad-supported content in a way that allows our OEM partners to deliver a high-quality product at an affordable price point," said John Gee, chief business development officer for LG Ads.

RiverOS

The company's new alternative TV operating system was created by LG Ads Solutions, which is a partnership between LG and Alphonso. LG acquired a controlling stake in Alphonso in January 2021. - "Content partners and brand advertisers will have a rich array of interactive native ad formats, including home screen takeovers, for engaging consumers on the largest screen in the house. Native ads enable viewers to easily click through the ad units to trailers, videos, microsites, and other experiences," said LG Ads Solutions with reference to River OS-powered Smart TVs. Also read: LG's webOS 6.0 platform for 2021 TVs has a redesigned homescreen It is unclear what River OS means for the future of LG's webOS that has already taken a turn toward ads and personalization in version 6.0 that comes pre-installed on LG's 2021 LCD and OLED TVs. LG said that "major content streaming services and apps will be readily available on River OS-powered TVs", which could suggest that there is a link to webOS.

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