LONDON – Every major brand of smart television has its own operating system to run apps for connected television, but this predicament isn’t ideal for consumers who want a user-friendly experience. Xperi, the parent company of TiVo, developed a neutral operating system intended to avoid creating another walled garden.
“There’s the need in the industry for a new independent operating system when it comes to CTV,” Chris Kleinschmidt, vice president, EMEA advertising sales, at Xperi, said in this interview at the Future of TV Advertising conference.
“As you start to think about new operating systems coming into this space, it’s complicated,” he said. “There’s a lot of them coming in right now, but not many of them have that same history and pedigree that we have at Xperi via TiVo.”
Xperi is rolling out the operating system in Western Europe with plans to extend into other regions worldwide.
“This is a huge opportunity for us and we’re doing this with a European-first lens,” he said.
Building an Ad Business
Building an advertising business on top of the operating system is part of Xperi’s monetization strategy. The company is partnering with TV brands, or what are known as original equipment manufacturers, that make the underlying hardware.
“When you start to think about the actual OEMs themselves, they’ve historically just not been in the software game. They’ve usually licensed it from third parties,” Kleinschmidt said. “It’s created this opportunity for us to go partner with them…as they are selling more TVs in market, there’s an opportunity to work with one partner to have a consistent user experience.”
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