Entertainment technology company Xperi, the parent company of TiVo, is planning to partner with a manufacturer to launch smart TVs powered by TiVo OS in the U.S. market later this year.
The company currently works with seven manufacturers to embed the TiVo OS system in their smart TVs, including Panasonic, which recently announced that they were the sixth such manufacturer partner. Xperi, during its second quarter earnings conference call this week, said it has now signed a seventh manufacturer.
This new unknown TV manufacturer is a “top five supplier” of smart TVs in the U.S., and plans to launch TVs powered by TiVo in the U.S. next spring, Xperi CEO Jon Kirchner said during the call, who later said TiVo OS-powered TVs will be in the U.S. market “later this year” with at least one manufacturer partner.
Smart TVs powered by TiVo are available in 15 countries, but currently only in European markets.
The company now anticipates production volumes to reach two million active connected TiVo OS devices by the end of the year.
Lightapalooza took place in late February, and the growth of the event has mirrored the rapid ascension lighting fixtures and controls.
If these plans come to fruition, TiVo OS will join a growing number of smart, connected TV platforms embedded in smart TVs that includes Google TV, Samsung’s Tizen OS, LG’s webOS, Roku, Amazon’s Fire TV and more. This list, of course, doesn’t include streaming media players like Apple TV and similar devices from Google, Roku and Amazon.
Other TV brands partnering with Xperi on TiVo OS TVs in European markets include Sharp, JVC, Vestel, and Telefunken.
According to Xperi, TiVo OS is designed to maximize consumer engagement to create enhanced economic benefits from ad placements across partners. Per the company’s own research, nearly 63% of consumers have a high tolerance for ads. However, smart TV platforms tend to prioritize irrelevant ads, the company says.
The greater focus by manufacturers in transforming their smart TV platforms into drivers of additional ad revenue is one that has been highlighted recently by the acquisition of Vizio by Walmart on its strong ad revenue potential, with other brands such as LG and Telly, supporting the idea of selling either free or subscription-based televisions support by ads on their respective smart TV platforms.
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