LG announced tonight that the company’s webOS smart TV platform will soon be found on TVs from other brands. RCA, Ayonz and Konka are some of the companies that have already joined. “This has the potential to reshape the TV business for technology and content providers, while significantly increasing LG’s presence and prominence in the global home entertainment market,” said LG in a press release.
The news came after LG unveiled a significantly revised version of webOS at CES in January. On LG’s 2021 TVs, the sliding “blade” interface has been completely abandoned in favor of a more traditional scrolling home screen. I saw a wide range of reviews from LG TV customers; some like the new look, as it resembles a streaming device and looks easier to use. Others who have come to appreciate the more colorful and “fun” webOS expect LG to keep webOS 6 out of their TVs starting in 2020. I will need some more time with the software before I can weigh it.
But this redesign is not something that buyers of licensed webOS TVs will have to think about – at least not yet. LG told me that the “powered by webOS TV” platform is based on webOS 5.0. So it will look the same as LG TVs in recent years.
By licensing its platform to other TV brands, LG is following in the footsteps of Roku and Amazon, each of which has teamed up with third parties to launch Roku TVs and Fire TV Edition TVs, respectively. Here’s what LG says its partners will come out of the deal:
WebOS TV licensees receive the familiar and highly acclaimed UX design, along with a rich set of features such as voice search and control, integrated AI algorithms and easy connectivity that have won positive praise from the webOS industry and consumers. With LG webOS TV, partners also get a variety of content options, including access to global streaming service apps like Netflix, YouTube, Amazon Prime Video and DAZN sports streaming service, as well as LG Channels, the service streaming premium free content from the company. Compatible TV models also include the Magic Motion remote control.
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What’s for LG? The company will have control over the TV software experience on more devices – and will also earn more advertising revenue. Expanding webOS to more TVs will cause ad-sponsored LG channels to be seen by new eyes. This approach also provides LG with more user data to make improvements to webOS, which, in turn, will benefit the company’s own TV line.