How Branded Smart TVs Can Put Pay-TV Operators Back in the Driver’s Seat


Let’s make it clear: Pay TV is not going anywhere soon. But as TV manufacturers strive to put all available services in one place, viewers are less inclined to want to manage yet another piece of hardware. A set-top box (STB) becomes just another tree in the technological jungle of cables, boxes and multiple remote controls. Moreover, it is very expensive for operators to subsidize and carry the costs associated with STBs. Eventually, the old way of paying back the extensive costs of STBs will be obsolete.

Rather than spelling doom for the pay-TV industry, this change in subscribers’ needs presents an opportunity to follow an entirely new and scalable path for operators. In fact, pay-TV operators are in the prime position to become super aggregators themselves, removing the need for any external devices. By taking ownership of the smart TV, they can maximize capex savings, cut the competition short, and vastly improve the subscriber experience.

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