LG announces River OS, a voice-controlled TV operating system that will know who is watching to recommend content and advertisements

LG Ads has announced the arrival for this year of a new operating system with intelligent user detection and content personalization capabilities for next-generation televisions.

Is about River OS, a new smart TV software that they have not yet explained if it will compete directly with the current star of the manufacturer in this sector, webOS, or will it be an operating system that will be implemented only on some TV models from partner brands such as LG, Sharp, Hisense, Toshiba, Seiki, Skyworth, Tivo, and Sling Media.


The idea is to have the first televisions with River OS ready by the end of 2021 in India and later expand to the United States and the rest of the world from 2022. What does this new operating system offer?

Voice control and personalized content

The basic idea of ​​this new system is to offer the user a voice control that allows a more natural handling of the television than those we have seen so far both in LG and in other manufacturers.

As they have commented, it will be possible to give more generic orders than the team will understand naturally and it will show us what we want to see, we can change the source, volume, channel and manage the configuration.


For example, we can say things like “switch to the news” and the TV will put a news channel that we like or “find a funny movie” and will show us options that adapt to our personal preferences without having to specify who we are in the user profile at all times.

To do this you will use a natural language processing that they claim is capable of recognize by voice to different TV users, so that if the person speaking to them usually watches a specific type of film content, it will show them specific recommendations, while if the next user to give an order is another user, they will adapt to their tastes. just by hearing the voice.

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This intelligent recognition operation and personalized suggestion display will apply to all content sources on TV, both to those from external sources via HDMI and to streaming services and online stations.

Towards more personalized advertising

In principle it sounds good, but these functionalities go beyond making it easier for users to search for content, since as they comment on the website itself web de LG Ads (yes, the last name “ads” comes from advertising in English) and in the Press release of the launch, the idea is that it can be used to show viewers more segmented and specialized advertising that caters to your needs in different contexts.

The operating system can display from images to video campaigns, trailers and other multimedia experiences that would be displayed on any menu or TV screen, although it is not clear how intrusive these ads will be in size, duration and frequency.

More information | LG

Source: Xataka Smart Home by feeds.weblogssl.com.

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