Cloud TV is a TV Operating System (OS) developed by Mumbai-based software company, CloudWalker Streaming Technologies. Cloud TV OS brings all the features available in high-end TV brands to the affordable TV segment in India. With over 100+ Apps and 250+ Live TV channels, Cloud TV said that currently it has close to 60 lacs users throughout India.
Medianews4u.com caught up with Abhijeet Rajpurohit COO and Co-Founder Cloud TV
Q. What value does Cloud TV offer in the Smart TV market?
Cloud TV is India’s first and only TV operating system developed with the mission to unlock the full potential of Smart TV’s, aiming to democratise content streaming. In a market where Smart TVs predominantly focussed on pre-installed social media apps to mirror the smartphone experience, we envisioned a Smart TV tailored specifically for the Indian audience.
Cloud TV OS is a complete Smart TV ecosystem made keeping the needs of Indian users in mind. Our support for low-end hardware allows TV brands to develop and sell value to money products for their customers. More importantly, Cloud TV devices have an easy-to-use UI, Live TV channels and OTT apps, Voice Assistant, Mobile Remote App and more features that bring a premium device-like experience to every Cloud TV user. Our product quickly garnered popularity among end users as the only Smart TV simplifying OTT content discovery and making it affordable.
Unlike International Operating Systems which are heavily reliant on the overseas market for their distribution or not optimised for Indian preferences, our Made-in-India approach addressed a significant gap. We have collaborated with our partners and TV brands to achieve numerous milestones over the years. Today, our impact resonates across the Indian Smart TV landscape, powering approximately six million Smart TVs in India through 23+ manufacturers, supporting over 160 brands, and serving a user base of approximately 12 million.
Q. Who are the TV hardware manufacturers and OTT platforms that Cloud TV works with to have its OS installed?
Cloud TV OS has grown by heaps and bounds since the last couple of years. We have partnered with major players across TV brands and OTT platforms among others. Currently, over 180 brands have installed Cloud TV OS in their Smart TV’s, showcasing a widespread adoption and reliability in the market. Prominent brands such as Lloyd, Intex, Micromax, Zebronics, Impex, Croma, Vise, Hyundai and T-Series.
On the content side, Cloud TV collaborates closely with a diverse array of OTT and Live TV partners to deliver a comprehensive entertainment experience directly on our user’s television. Major OTT platforms like Prime Video, Disney+Hotstar, JioCinema, SonyLIV, Zee5, Ultra Jhakaas are integrated into Cloud TV OS, providing access to a vast library of movies, TV shows, and exclusive content. Additionally, trending apps such as FanCode sports app, STAGE, Dangal, Chaupal, and QYouMedia are also available, offering unique viewing options. For music, we have partnered with Saregama and have Saregama Music, Saregama Telugu, Saregama Hum Bhojpuri on the platform.
Moreover, we ensure that our users can access a variety of Live TV channels, including those from Network18, India Today, Republic TV, Dangal, and Shemaroo. This diverse lineup guarantees that users have access to the latest news, entertainment, and regional programming, all within the Cloud TV ecosystem.
Q. Is the business model about revenue sharing?
The growth of Smart TV’s has only recently gained momentum, marking an exciting time for the industry. At Cloud TV, we are dedicated to collaborating closely with our partners to address their needs and continuously enhance our offerings. Considering the variety of market and players, the business model is constantly evolving and is malleable to market demand and supply.
This involves regularly releasing new features and updates to improve the user experience and keep pace with technological advancements. Our current focus is on building strong relationships with our partners and ensuring our users receive the best possible experience. As the market continues to develop and mature, we will explore and refine various business models.
Q. What trends are being seen in the penetration of the Smart TV?
The landscape of television consumption has dramatically shifted in recent years, with users prioritising functionality and versatility over merely having the highest specifications. Today’s consumers seek devices that cater comprehensively to their entertainment needs, driven by strong preference for digital content and the continuous introduction of new streaming services. As technology advances, Smart TVs are becoming more affordable and accessible to a broader audience. This has led to increased penetration in various market segments, including budget conscious consumers.
The focus has shifted towards enhancing the overall user experience. Consumers want intuitive and user-friendly interfaces that make navigating through various apps and content straightforward. Smart TVs that offer smooth performance, quick access to apps, and minimal lag are highly favoured. Features like Universal Search, Voice Assistants, Mobile Remote Apps and Personalised Content Recommendations have become more essential now.
Q. How important is FAST in helping Cloud TV grow its business?
The launch of our FAST applications marks a significant milestone for Cloud TV, underscoring our commitment to delivering diverse and accessible entertainment options for our users. The introduction and growth of FAST channels are pivotal for our business expansion. They not only enhance our content offering and user engagement but also help in strengthening our market presence. We recently added another range of FAST TV channels such as Aaj Tak, India Today and Good News Today to our ever growing bank.
With over 200 FAST channels running and over 50M minutes of streaming, India presents a fertile ground for the growth and success of FAST channels. Our ongoing focus on onboarding new channels is crucial for maintaining a fresh and diverse content library. By making Smart TVs the preferred device for all entertainment needs, we are well-positioned to capitalize on the evolving media consumption landscape.
Q. What role has AI played in the development of Cloud TV 3.0?
AI has been integral to the evolution of Cloud TV voice; our voice assistant that enables searching for content from multiple apps or controlling TV functions using your voice. It has been the single most used feature on many of our TVs because of how simple and efficient it is. With our latest software update, Cloud TV 3.0, we are expanding our AI capabilities to deliver a more personaliszed and intuitive Smart TV experience.
Building on the success of CloudTV Voice, our latest update integrates regional language support, expanding accessibility and usability across diverse user demographics. By harnessing the power of AI, Cloud TV 3.0 represents a significant leap forward in delivering a smart, connected, and personalised entertainment platform.
Q. What progress is the Cloud TV app store making?
The Cloud TV app store has made substantial progress in redefining the Smart TV app ecosystem. It is designed to reduce reliance on global companies that often monopolise through closed app ecosystems, offering a diverse and accessible range of essential streaming and utility apps for Smart TVs. Unlike traditional app stores, which may prioritize large corporations, the CloudTV App Store promotes fair competition among developers. This encourages innovation and ensures that apps from diverse creators have a platform to thrive.
By fostering this environment, Cloud TV enhances user choice and supports a more dynamic app marketplace. Overall, the CloudTV App Store represents a pivotal shift towards a more inclusive and user-centric approach in the Smart TV industry. It aims to democratise access to apps, reduce monopolistic practices, and enhance the overall Smart TV experience for users worldwide.
Q. How much R&D goes into developing and fine-tuning features like Voice Assistant, Universal Content Search?
Developing and fine-tuning features like Voice Assistant and Universal Content Search requires a significant investment in research and development (R&D). At Cloud TV, a substantial number of resources and effort are dedicated to these endeavours to ensure they meet the highest standards of performance and user satisfaction.
This involves extensive development, testing, and collaboration with AI experts to enhance the accuracy and responsiveness of voice assistants and search functionalities. Each feature undergoes rigorous testing and compatibility checks with different hardware during and after the development and production phases. This approach ensures that the features work seamlessly across different versions of Cloud TV, aiming to create a seamless and intuitive user experience.
Q. Is it a challenge to modify Cloud TV OS to work across different kinds of hardware?
Adapting software to different hardware can be challenging due to varying hardware specifications and manufacturer requirements. Continuous changes in specifications are a challenge, however, it provides us opportunities to work on new technologies and platforms that ultimately support the growth of the products and the features we can build for our users.
Q. Apart from India, is Cloud TV looking at global markets?
We are actively exploring opportunities beyond India and are looking towards expanding our presence in the global markets, particularly in the APAC (Asia-Pacific) and MENA (Middle East/North Africa) regions. Our strategic focus includes forging partnerships with international hardware manufacturers and content providers to strengthen our position as a leading player in the global Smart TV industry.
