LG River OS

2021: Announcement of OS for Smart TV

In mid-September 2021, LG announced a new operating system for Smart TV TVs - River OS. Several manufacturers have already expressed a desire to use this platform in their devices.

River OS received a personalized home screen with content and ads adapted to a specific user using profiles. All switching of devices, inputs, channels and applications in Smart TV will be carried out using the operating system, which will also have a deep integration of voice control.

The first River OS-based Smart TV TVs will appear in India by the end of 2021, and in the USA and other countries in 2022.

River OS - LG Smart TV OS

Our current OEM partners include LG, Sharp, Hisense, Toshiba, Seiki, Skyworth, Tivo and Sling Media, and more than 10 OEM manufacturers intend to join us by the end of 2021, LG wrote on its website.

In mid-September 2021, when streaming dominates viewing time, it is still too difficult for people to find, discover and enjoy the programs they want to watch, among literally thousands of available content sources. River solves this problem in an elegant way and provides new, fully voice-controlled smart TV features that consumers find innovative and necessary. And we can package ad-enabled content so that our OEM partners can deliver a high-quality product at an affordable price, "said LG Ads Solutions Business Development Director John Gee.

LG acquired a controlling stake in Alphonso in January 2021 and the division was called LG Ads Solutions, where a new alternative OS for televisions was developed.

According to the company's official website, content partners and brand advertisers will receive a rich set of interactive native advertising formats, including home screen capture. Native advertising allows viewers to easily navigate through advertising blocks to trailers, videos, micro-sites. The main content streaming services and applications will be easily available on River TVs, which may imply a connection with the webOS.^[1]

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