Revitalizing Smart TV Streaming

The project’s DNA: decoding the core elements

The client

A popular Europe-based online live and VOD streaming service, focused on delivering its own exclusive content to viewers.

Their quest

To ignite growth by captivating new users while nurturing loyalty among existing viewers, all through a seamless, high-definition streaming experience.

The solution

Breathing new life into legacy applications and launching new, optimized versions into app stores.

Client's plans that sparked our collaboration

Omnichannel harmony

Delivering a seamless multi-device experience

The client aspired to captivate new users and maintain loyalty by ensuring a flawless, consistent streaming experience across all devices. This vision was particularly focused on Samsung and LG Smart TVs, where the user experience needed to match the high standards already set by the web and mobile platforms.

Modern identity

Aligning with a bold rebranding initiative

Amid a major rebranding effort, the client dreamed of a complete visual and functional transformation. While the web and mobile apps had evolved, the Smart TV apps remained anchored to outdated graphics. This disconnect hindered the new brand image, prompting the need for a comprehensive update that would reflect their modern identity across all platforms.

Challenges prior to engagement

The client’s vision was clear: to create a robust, future-proof streaming solution that would not only meet but exceed the high expectations of their audience on any device and platform. However, the path to achieving this dream was paved with significant obstacles:

Lagging Smart TV apps

While the web and mobile versions of the platform were modern and efficient, the Smart TV apps for Samsung and LG were stuck in the past. Both their design and functionality were severely outdated. This was partly due to vendor-related issues, as the previous vendor consistently delivered unstable and incomplete updates that repeatedly failed certification processes, resulting in multiple rejections from the app stores.

Outdated technology

The platform’s codebase was built on legacy code using AngularJS, which posed significant challenges in terms of maintenance and scalability. Additionally, the platform relied on the CAPH framework, which limited flexibility for customization became a growing constraint. This technological gap, combined with reliance on outdated APIs and legacy graphics, left the product misaligned with current market standards.

Facing similar technical hurdles?

Share your challenge and we’ll map out all possibilities and solutions. Leverage our 20+ years expertise in building, certifying, and refining Smart TV apps to untangle legacy code, modernize UX/UI, and harmonize your viewer experience across all platforms.

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The Oxagile edge: decisive factors behind our client’s choice

OS-specific expertise

Our proven experience in developing Smart TV apps means we understand the specific requirements of various operating systems, ensuring that the client’s app meets all platform-specific needs.

Smart TV certification knowledge

Our familiarity with the certification standards for Samsung and LG allowed us to seamlessly integrate required functionalities and streamline the verification process, reducing time-to-market.

Extensive domain knowledge

With 20 years of direct involvement in video streaming development, we provided the practical insights and multi-platform development know-how needed to deliver a robust, custom solution for the client.

Project outcomes: tangible milestones achieved

Application stabilization

The applications were stabilized and numerous defects were resolved, resulting in the successful release of updated apps for both Samsung and LG in the app stores.

Performance enhancement

Cold start time was reduced by approximately 15%, significantly improving the initial user experience.

Performance enhancement: Revitalizing Smart TV Streaming for Market Excellence and Viewer Loyalty

Feature enrichment and UI rebranding

Implemented a “Continue Watching” rail on the homepage for effortless content resumption.
Developed a Hero Banner Gallery on the homepage with auto-play trailers in the background to highlight promoted programs.
Categorized live TV channels on the homepage and Live pages for easier navigation.
Enhanced the live TV player with smooth channel switching and an integrated mini-EPG displaying real-time broadcast information.
Enabled favorite channels to be saved across Home, Live, and mini-EPG screens.
Added support for LG’s Magic Remote Control.

Smart TV struggles? Let’s smooth them out

We break through the barriers of native player limitations and tackle platform challenges head-on — minimizing buffering, accelerating load times, and ensuring flawless cross-device performance. How about we find a way to elevate your solution as well?

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The road ahead

“Our partnership with the client is only just beginning, and the milestones we’ve achieved so far lay the groundwork for a vibrant, long-term collaboration.

Looking ahead to 2025, our roadmap includes a complete overhaul of the Smart TV applications, rebuilt from scratch using a modern framework. This ambitious initiative aligns with a strategic transition from the traditional packaged app model to a web-hosted architecture. By making this shift, we aim to drastically cut down time-to-market for new versions, while enabling seamless deployment of hotfixes and minor updates directly into production — no longer constrained by the delays of app store certification processes.”

Curious about the hosted vs. packaged app debate?

Or how to tackle the challenges of building and maintaining video streaming apps for Samsung’s low-end TVs? Let our expert guide give you all the answers.

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