Adopting NextGen TV for Broadcasters

We would answer “yes” and “no”. When building a multi-screen content distribution strategy, we develop a unified core streaming platform, but not a “build once, run everywhere” solution. Each platform has its own SDKs, UI requirements, and other guidelines, which means the app must be tailored to each operating system for smooth performance and successful publication in TV app stores.

That said, the platform architecture itself is unified, while specific components are adapted to each platform. For example, HTML5-based UI frameworks work well for Tizen and webOS and can be adapted for Android TV. Roku is the outlier, requiring BrightScript, so it typically needs a dedicated implementation.

We incorporate interactive OTT-like streaming features and targeted advertising into NextGen TV apps by building on the capabilities of the ATSC 3.0 standard and the Run3TV framework.

Thus, we layer OTT-like interactivity, including dynamic program guides, weather and traffic widgets, and combined live and on-demand content. At the same time, we integrate a data-driven AdTech stack to implement addressable and targeted advertising. We incorporate pre-roll and contextual display ads, driven by audience segmentation, real-time data, and advanced ad insertion (CSAI/SSAI).

We don’t rely on a single testing framework. We use a combination of real-device testing, performance engineering practices, and scenario-based validation for consistent behavior across both older and newer Smart TV models. Our QA approach includes testing on multiple generations of devices and OS versions.

We typically validate memory usage, long-running sessions, UI responsiveness, and simulating real-world conditions such as peak traffic spikes, unstable networks, and backend failures. Special focus is placed on identifying issues like memory leaks, buffering misconfigurations, latency under load, and limited rollouts to validate performance in production-like environments.