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September 09, 2021 10:00 AM Eastern Daylight Time MOUNTAIN VIEW, Calif.--(BUSINESS WIRE)--LG Ads Solutions, leaders in connected TV and cross-screen advertising, today introduced a new smart TV operating system, called River OS. River OS is built for ultimate personalization, seamless navigations across apps, devices, and services, and advanced voice-controlled TV features at affordable price points. The company has multiple OEM (original equipment manufacturer) partnerships in place, through which it plans to ship River OS-powered smart TVs in India by the end of 2021, and in the U.S. and elsewhere in 2022. Major content streaming services and apps will be readily available on River OS-powered TVs. River OS delivers seamless and highly personalized search, discovery, recommendations and viewing across live linear and on-demand sources. 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. Through advanced machine learning, individual preferences are matched to the vast world of content available across the television universe, to present each viewer the programming that is most appealing to their tastes. Universal content recommendations and program listings are served up in a personalized home page rendered dynamically for the specific person watching TV, enabling easy, automated navigation regardless of app, HDMI input, or streaming service. All device, input, channel, service and app switching is handled automatically by River OS. John Gee, chief business development officer for LG Ads, said, "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. 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.” Content partners and brand advertisers will have 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. Publishers, streaming service providers, and OEMs can contact [email protected] for more information. About LG Ads LG Ads Solutions is a leader in convergent TV and cross-screen advertising, helping brands find hard-to-get unduplicated reach at optimal frequency across the fragmented TV landscape, and maximize return on ad spend. The company brings together LG’s years of experience in delivering premium home entertainment products to consumers worldwide, with big TV audience data and Video AI designed to connect brands with audiences across all screens, and understand resulting business outcomes. 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. We are growing fast globally, and we are hiring! Contact us at [email protected]. Source: https://www.businesswire.com/news/home/20210909005662/en/LG-Ads-Introduces-Personalized-Smart-TV-Platform-River-OS

LG Ads, the company's advertising arm, has announced River OS which is a new Smart TV operating system built on ads and personalization. The first River OS-based Smart TVs will ship in late 2021. LG River OS LG said that it has already lined up multiple OEM partners. The first River OS-powered Smart TVs will ship in India by the end of 2021, and in the US and elsewhere sometime in 2022. - "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 company said. River OS will have a personalized home screen with content and ads tailored to the specific user through profiling. All device, input, channel, and app switching in the Smart TV is handled by River OS, which will also have deep integration of voice control. - "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. 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," said John Gee, chief business development officer for LG Ads. The company's new alternative TV operating system was created by LG Ads Solutions, which is a partnership between LG and Alphonso. LG acquired a controlling stake in Alphonso in January 2021. - "Content partners and brand advertisers will have 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," said LG Ads Solutions with reference to River OS-powered Smart TVs. Also read: LG's webOS 6.0 platform for 2021 TVs has a redesigned homescreen It is unclear what River OS means for the future of LG's webOS that has already taken a turn toward ads and personalization in version 6.0 that comes pre-installed on LG's 2021 LCD and OLED TVs. LG said that "major content streaming services and apps will be readily available on River OS-powered TVs", which could suggest that there is a link to webOS. Source: https://www.flatpanelshd.com/news.php?subaction=showfull&id=1631272227