Mumbai: Glance, a consumer technology company, has introduced Glance TV, a platform designed to transform idle, ambient TV screens into dynamic, AI-powered smart surfaces. This groundbreaking development sets a new benchmark in the connected TV (CTV) industry. The platform launches in India in partnership with Airtel, with Airtel Xstream devices powered by Android TV OS serving as the first to deliver Glance TV’s innovative experience.
Glance TV redefines how connected TVs can engage users, turning passive, idle moments into interactive and immersive experiences. Unlike traditional screens that remain static when not in use, Glance TV delivers live, personalized content on the screen in real-time, even when the TV is not actively being watched. This always-on feature ensures that the screen remains engaged, offering updates and entertainment tailored to individual preferences.
In the first phase of its rollout, Glance TV has been made available on over one million Airtel Xstream devices, with users averaging 200 minutes across three sessions per day. The platform aims to expand to four million devices in India by June 2025 and plans to extend its reach into select global markets in the near future.
With content sourced from leading publishers, Glance TV provides live and trending content across a variety of categories, including breaking news, entertainment, sports, business, finance, automobiles, and technology. The platform is currently available in English, with further language expansions planned.
A standout feature of Glance TV is its live updates, which provide sports enthusiasts with real-time scores, detailed statistics, and comprehensive scorecards. Additionally, users can access weather widgets, delivering essential information to help them plan their day. These functionalities position Glance TV as a comprehensive destination for real-time, relevant information.
Siddharth Sharma, CEO of Airtel Digital TV, Bharti Airtel, commented, “Customers are increasingly moving away from traditional entertainment, seeking platforms that offer more value. Our strategic partnership with Glance will elevate customer experience by delivering interactive features that enable access to advanced AI technology directly through their TVs. We are excited to provide our customers with this enhanced experience and hope they make the most of it.”
Piyush Shah, Co-founder at InMobi and President & COO at Glance, stated, “Glance TV marks a groundbreaking step in redefining televisions as intelligent, AI-powered platforms that go beyond traditional media consumption. It elevates TVs from mere entertainment devices to dynamic surfaces that engage, connect, and inspire users, creating a seamless blend of content and interaction. Glance TV reimagines the very essence of the TV experience.” He further added, “Our partnership with Airtel is instrumental in scaling this vision, combining their robust ecosystem with our cutting-edge AI technology to unlock new possibilities for television.”
The connected TV market has been growing rapidly, especially in India, where the number of connected TV users is expected to exceed 40 million in 2024, driven by affordable smart TVs and improved internet connectivity. These devices are becoming integral to the future of content consumption, solidifying their place at the center of the digital ecosystem.
