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Transforming Smart TV Experiences By Leveraging The Digital Content Wave

Massive amount of content by multiple broadcasters and OTT platforms like Amazon Prime and Netflix are changing the way people consume entertainment.

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Technology has come a long way since the advent of the television set. 40 years before we walked on the moon, humankind got its first looking television in 1939. Since then, television sets have changed a lot. What started as a large box with only a handful of channels like Doordarshan and grainy images has evolved to high-definition LED screens with a massive amount of content by multiple broadcasters and OTT platforms like Amazon Prime and Netflix, changing the way people consume entertainment.

Progression of Smart TVs

Technology has made great strides over the past decade. It has changed everything, including bringing entertainment to the big screens at home on the back of affordable internet connection and various OTT platforms

To make life easier, some premium smart TVs are equipped with hands-free voice control technology where the user just gives a voice command in the open air instead of speaking to the remote. 

Some of the ways by which consumer entertainment enhancement is being achieved by smart TVs brands are:-

Content Discovery Platform & Recommendation Engine

With the evolution of smart TVs, consumers now have access to numerous content on their televisions via the internet. The internet today gives access to thousands of hours of digital content for users to watch. However, most users prefer a TV that curates and recommend trending content from streaming apps directly on the home screen make it must simpler for them to find content that is new and tailored to their taste.

Smart TV brands and manufacturers should use content personalization and recommendation tools to enhance the experience by enabling users to discover content with no hassles.

Built-In App Store

Smart TVs connect to wireless systems making it easy to find something to watch. However, to ensure rich and immersive digital entertainment experiences for the new age viewers, Smart TV brands need to opt for an Operating System that comes equipped with a built-in app store with all popular and licensed apps that can never go outdated on a television set. Customers can surf through popular services like Disney+ Hotstar, Zee5, SonyLIV, Voot, SunNxt, Jio Cinema, Eros Now, ALTBalaji, Hungama Play, Shemaroo, Yupp TV, Bloomberg Quint, EPIC ON, DocuBay, HomeVeda & more. We are moving way past those days when the selection of apps was restricted depending upon the manufacturer and the user had to rely on DTH boxes or fire sticks to watch their favorite TV series. With a built-in app store on their smart TVs, users can simply download and play their favorite apps from the apps store and consume their choice of content.  

Mobile Content Sharing & Control on Smart TV

The pandemic has shifted our entertainment consumption preferences from movie theatres and multiplexes to our living rooms. As Smart TVs have become our new entertainment partners, consumers wish to enjoy their favorite shows, web series, sports matches, etc. while sitting with the entire family instead of watching them on their mobile phones. This is where screen sharing comes in. It's a revolutionary feature that every smart TV would need to give emphasis on enabling users to sync content from their mobile, whenever needed. The use of smartphones as a mobile remote for television has not only added to the ease of smart entertainment but is also giving unmatched freedom to consumers, both in terms of variety and quality. 

Licensed & certified OS that keeps evolving its UI/UX

Where technology provides us the ability to get a global vision, it also controls the tiniest factor for influencing the performance. In order to give rich and seamless digital entertainment to the customers, Indian Smart TV brands must differentiate themselves from their peers through superior offerings with a unique smart TV OS that continuously keeps evolving. This can enable smart TV brands to deliver better UX to their users. Thus, brands should start investing in certified Smart TV OS solutions like Cloud TV and its best-in-class features to ensure highly immersive digital entertainment experiences for new-age consumers in the country.

All the aforementioned aspects indicate that for smart TV brands and manufacturers to augment entertainment, the necessary strategic step is to evolve and intensify a customer-first mind-sets. Operating systems can play a significant role in creating the digital ecosystems for the new-age Smart TV entertainment, allowing users to switch to smart TVs without bothering about the phones they use. All they would need is high-speed internet and a good, fast, and powerful router for unlimited and seamless content consumption.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.


Jagdish Rajpurohit

The Author is the President of CloudTV

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