The landscape of television viewing is rapidly evolving, transforming how audiences consume content and access programming. While Italy grapples with the ongoing DVB-T2 second-generation digital terrestrial switch-off, the global technological sphere is hurtling toward a future where traditional radio-based TV broadcasts are becoming increasingly obsolete. The world of tomorrow seems firmly entrenched in the internet, a reality recognized and harnessed by major advertising investors.

Smart TV manufacturers are engaged in a fierce competition, not just for hardware dominance but also in the realm of operating systems. Ranging from universal platforms like Android TV with Google TV, Roku OS, and Amazon Fire TV OS to proprietary but licensed systems such as Samsung Tizen, LG webOS, and Hisense VIDAA, the battleground extends beyond the devices themselves.

Developing and managing a Smart TV operating system via the internet provides a significant advantage: it enables centralized management of all content visible on the smart interface, including advertisements, when users are seeking something to watch.

The television of the future, however, goes beyond this. It heralds the arrival of personalized content tailored to TVs with specific operating systems, a result of commercial agreements between OS developers and entities keen on leveraging these platforms to showcase products and services. A prime example is the recent collaboration between Vizio and Home Depot.

The Vizio-Home Depot Collaboration

Vizio, a major US-based Smart TV manufacturer, though relatively unknown in Italy, raked in nearly $2 billion in revenue last year, with almost half of it stemming from services connected to its Smartcast operating system.

Home Depot, far more recognized globally and even in Italy, stands as a leading chain in DIY, home improvement, gardening, and more.

This collaboration entails the on-demand streaming availability, exclusively on Vizio TVs, of three 10-minute episodes of a mini-series called “Merry & Bright.” Hosted by singer and actress Jordin Sparks, these episodes focus on Christmas DIY projects using products available for purchase at Home Depot stores. Viewers can even scan a designated QR code that appears on-screen as products are showcased and used to create the crafts.

These episodes, available since November 1st, will remain on the Smartcast platform until December 31st, exclusively available on Vizio TVs.

The Blurring Lines between Content and Advertising

The traditional dichotomy between content and advertising is becoming increasingly blurred due to technological advancements. Vizio and Home Depot’s collaboration isn’t the first experiment in this realm; Vizio previously hosted another mini-series in collaboration with BetMGM, a betting site, earlier this year.

Netflix recently announced a similar endeavor, while Amazon is gearing up to insert advertisements within the Fire TV OS interface, the operating system for its Fire TV sticks and Smart TVs from other manufacturers.

The Rise of FAST Systems

Owning the operating system for TVs is crucial. A testament to this is the rapid expansion of “FAST” platforms, or “Free Ad-Supported Streaming TV,” which offer premium content for free in exchange for advertisements. These platforms are deeply integrated with TV operating systems and include Samsung TV+, LG Channels, Vidaa Free, Sony Bravia Core, and The Roku Channel, among others.

Conclusion

The future of television is undeniably intertwined with the internet, advertisement integration, and personalized content delivery. Traditional TV is gradually giving way to innovative platforms that offer not just content but a tailored experience to viewers worldwide.

Source: https://tecnologia.libero.it/la-tv-del-futuro-sara-cosi-78412