Tata Elxsi Wins “Best in Linear Distribution” for MBCNOW at BroadcastPro Middle East Manufacturer Awards 2025
Read more
OSNtv: Revolutionizing Home Entertainment with Tata Elxsi
OSN's rollout of OSNtv, a smart box that integrates pay-TV channels with popular apps and exclusive content.
Read ArticleDeliver Next-Gen Android TV Experiences That Engage Viewers and Drive Business Success
The global demand for connected TV experiences is booming, with Android TV emerging as the platform of choice for operators, broadcasters, and OEMs. The Android TV market is valued at $12.6B in 2025, is projected to reach $31.67B by 2029, growing at a 25.9% CAGR. Over 270 million connected devices worldwide run Android TV, supported by a vast app marketplace and versatile OTT integrations. This rapid adoption highlights its potential for immersive OTT content, gaming, interactive applications, intuitive navigation, personalized recommendations and voice-controlled experiences. Innovations in AI-driven content discovery, IoT integration, and accelerated time-to-market are transforming Android TV into a hub for next-generation entertainment experiences.
Tata Elxsi is helping operators with end-to-end Android TV system integration, customization, and deployment, enabling them to launch faster and scale seamlessly across markets. With expertise spanning consulting, full-stack Android TV integration, OTT backend development, UI/UX design, app engineering, and testing, Tata Elxsi enables operators to deliver scalable, customized, and region-specific solutions. With a unified engineering approach, Tata Elxsi supports multi-country rollouts while reducing operational complexity and cost.
Transforming Video Delivery in LATAM
Here’s How We Help
Enabling Risk-free and Scalable deployments
- Power end-to-end deployments across multiple operators covering consultancy, Android TV Full-stack integration, Operator Tier, OTT backend, UI/UX, and app development.
- Unified platform engineering process to manage multi-country, multi-platform deployments through a unified codebase, testing, and maintenance strategy.
- Early Access Program with Google enables faster upgrades, optimization, and deployment of next-generation Android TV devices.
Deliver Consistent QoS and Enhanced Customer Experience
- Tata Elxsi’s iCX solution leverages AI-driven monitoring to efficiently manage Android TV devices, proactively resolving issues to ensure optimal QoS.
- Tata Elxsi’s QoEtient, powered by GenAI, enables proactive QoE monitoring to reduce QoE-related churn by 25% and improve revenue assurance.
- Fully customizable solutions helps operators and broadcasters roll out intuitive, engaging viewing experiences.
Accelerate Time-to-Market and Optimize Costs
- Reusable, pre-integrated components enable faster rollouts and lower operational costs.
- In-house OTT backend, Operator Tier launcher, and frameworks deliver 30% cost savings and significantly reduce product rollout time.
- Flexible business models to suit evolving customer business needs.
Service Framework
We deliver end-to-end Android TV deployments for operators, OEMs, and SoC’s—covering every layer of Android TV from driver to Android framework to applications. Our services span consultancy, Android TV full-stack integration, Operator Tier, OTT backend development, intuitive UI/UX design, and seamless app development. With expertise across hardware, Android OS, and partner ecosystems, we enable faster time-to-market, consistent user experiences, and simplified management of evolving business needs. From certification and testing to maintenance, updates, and lifecycle support, we ensure a robust, future-ready Android TV service for operators worldwide.
Operator Tier Launcher
Provide a branded user interface incorporating localized content, integrated voice commands, and seamless app navigation. Deliver personalized recommendations, catch-up TV, and subscription video on demand. Empower operators with flexible business models, fully customizable brand-specific theming, and data-driven insights to enhance subscriber engagement and reduce churn and maximize ROI.
Advanced Monetization and Ads
Integrate OTT platforms, premium content, and advertising solutions and robust analytics directly into Android TV. Leverage targeted advertisements based on viewer insights for higher campaign effectiveness. Provide subscription bundles, pay-per-view events, and revenue-sharing models. Enable operators to expand business potential while preserving control over service offerings.
Seamless Multi-Device Ecosystem
Support next-generation devices including Soundbars, Smart TVs, OTT and hybrid STBs. Synchronize user profiles, watchlists, and gaming progress across platforms, offering unified subscription models. Enhance brand loyalty through consistent experiences across managed and unmanaged devices, ensuring viewers seamlessly transition between screens for continuous engagement, and effortless ultimate convenience.
Why Tata Elxsi?
- E2E experience across multiple operators, OEM’s and SoC’s covering consultancy, design to deployment and post-deployment services.
- Deployed AndroidTV platform for 25+ operators with a subscriber base of 40+ million globally.
- Proven media domain expertise delivering Android TV solutions and efficient deployments across varied markets worldwide.
- Extensive partner network enabling custom integrations, certification processes, and monetization strategies for unique business needs.
- Multi-disciplinary teams skilled in Android platform and application technologies, UI/UX design, analytics, and integration across multiple hardware platforms.
Customer Delight
Customer Delight
OSN
“The OSNtv box combines both PayTV and OTT services in one place. It is a convenient, one-stop solution for entertainment aggregation that simplifies content discovery and provides an enhanced family viewing experience along with parental controls based on customer needs. Tata Elxsi’s proven Android TV expertise, along with their ready-to-deploy suite of solutions, enabled a faster launch of OSNtv Box,”
