LG Ads, the advertising arm of the LG group, announced the development of a new operating system for smart TVs called River OS. It will focus on advertising and personal recommendations. The first River OS TVs will hit the market at the end of the year.
LG Ads said it has reached a licensing agreement for the platform with many TV manufacturers. Residents of India will be the first to appreciate the new development. And in 2022, River OS TVs will hit the US and other major markets.
“Our partners are LG, Sharp, Hisense, Toshiba, Seiki, Skyworth, Tivo and Sling Media. And more than 10 manufacturers intend to start cooperation with us by the end of 2021, ”LG Ads said.
River OS will contain all of today’s popular streaming services and video applications. The platform’s personalized homepage will offer featured content and ads tailored to the user’s preferences. For this, advanced algorithms based on artificial intelligence with machine learning will be used, which will analyze the history of hits, searches and views. And if the whole family uses the TV, River OS will take into account the interests of each member, the developers say.
“Despite the growing popularity of streaming platforms with thousands of programs, it is still difficult for TV viewers to find the content they want to watch. River OS elegantly solves this problem and offers innovative and useful smart features with full voice control. Advertising is part of this solution, which will allow manufacturers to provide consumers with quality TVs at an affordable price, ”added LG Ads.
It remains an open question how the emergence of River OS will affect the current webOS platform that LG has been developing since 2013.