A division of LG called LG Ads Solutions said Thursday that it has a new ad-driven smart TV OS called River OS it will be introducing in TVs here beginning next year.

LG Ads Solutions said River OS a solution for connected TVs that will enable cross-screen advertising, while giving users “ultimate personalization and seamless navigation across apps, devices, and services, and advanced voice-controlled TV features at affordable price points.”

The announcement said the company already has multiple original equipment manufacturer (OEM) partnerships in place, and plans to see the first River OS-powered smart TVs ship in India by the end of 2021, followed by the United States and other markets in 2022. Major content streaming services and apps will be readily available on River OS-powered TVs.

“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,” the statement said.

“Advertisers now have a single source for LG CTV inventory, with one-stop planning, activation and measurement across all viewing platforms. With our premium LG smart TV ad inventory, combined with deterministic TV data from a broad range of smart TV brands, LG Ads stands out for its expertise in reaching both massive-scale and granular custom audience segments, and for helping brands understand business outcomes from TV,” the company’s mission statement reads on its web site.

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“River OS delivers seamless and highly personalized search, discovery, recommendations and viewing across live linear and on-demand sources,” the platform’s launch statement said. “Built to simplify voice control and personalization, River OS uses natural language processing to understand who is watching TV, and delivers recommendations catered to each individual in the household, without the need to manually switch between profiles.”

The OS will use advanced machine learning to match content to users’ individual viewing preferences across app platforms.

LG Ad Solutions said universal content recommendations and program listings will be served to a personalized home page rendered dynamically for the specific viewer. This is intended to provide easy, automated navigation regardless of app, HDMI input, or streaming service. The RiverOS will automatically handle all switching for devices, inputs, channels, services and apps.

“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,” stated John Gee, chief business development officer for LG Ads. “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.”

The new platform will provide content partners and brand advertisers “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,” the company announced.

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By Greg Tarr

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