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

10 Sep 2021 | Rasmus Larsen |

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.

River OS

LG Ads 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," LG Ads wrote on its website.

LG River OS

River OS. Photo: Company

River OS will have a personalized homescreen 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.

LG River OS

LG River OS. Photo: Company

Ads can take over your home screen

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," wrote 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 Ads 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.

River OS

From LG Ads Solutions' website: Personalized Smart Home Screen catered to each member in the household: We understand the viewing profile of each member of the household and cater each view to so each recommendation reflects the preferences of the individual. All guide information, recommendations, and search results take into account each household member’s personal tastes and watch viewing history. Our natural language processing adapts to the person speaking so responses are tailored to the individual. Personalized, hands-free switching to any content and global search using voice We help viewers reach their favorite shows quickly and discover new content by making recommendations based on their viewing preferences and trending shows. Our OS responds to natural voice commands, like “Switch to the news,” “Show me what’s on,” or “Find a funny movie.” All content in one place and seamless switching to content We provide personalized content recommendations, regardless of app, HDMI input, or streaming service. We handle all device, input, channel, service and app switching automatically in the background. Data Driven Recommendations Our OS applies advanced machine learning that matches your individual preferences to the vast world of content available, and presents only shows you are going to want to see. Own the living room with River OS - Take over the entire home screen - Have prime visibility on the largest screen in the home - Be present on the TV viewed by everyone in the home
- Source: LG Ads

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