MONTVALE, N.J.—Sharp Home Electronics Company of America has reentered the U.S. TV market by launching a new lineup of Sharp Roku TV OLED 4K UHD with HDR10 and LCD 4K UHD TVs.

The OLED models also feature the AQUOS TV sub-branding name that is associated with cutting-edge technology and quality, the company said. 

The Sharp Roku TV OLED 4K Ultra HD with HDR10 TV models are the first OLED televisions in the world to feature the Roku experience and operating system.  Available in 55" Class (54.5" Diag.) and 65" Class (64.5" Diag.) screen sizes, they also feature Dolby Vision IQ and Dolby Atmos technologies, Sharp reported. 

Sharp said its integration of the Roku TV streaming platform provides consumers with access to endless free, live, and trending TV with all the most popular apps and new features added automatically. Users are also able to control their Sharp Roku TV with the included voice remote and the Roku mobile app. Sharp Roku TV models are compatible with Apple AirPlay, Apple Home, Amazon Alexa, and Google Home devices for a unified smart home environment.

"We are pleased to be working with Roku to support our return to a US market as competitive as televisions," said Jim Sanduski, president of Sharp Home Electronics Company of America. "The immersive experience of our AQUOS OLED panel means our consumers will truly enjoy their Sharp Roku TV set to its fullest potential with the rich library of entertainment options and original content that Roku brings to our customers."

Sharp explained that the Sharp AQUOS OLED 4K UHD TVs boasts include these features:

• Dolby Vision IQ extends Dolby's HDR technology to improve the picture performance of Dolby Vision content according to the room's ambient light.
• High Dynamic Range (HDR10), a set of video encoding standards that makes colors vivid and maximizes contrast while minimizing the loss of data in bright or dark areas.
• Hybrid Log-Gamma (HLG), an HDR format that improves color reproduction and contrast for digital video broadcasting.
• The 30W (15W+15W) Speaker System and Dolby Atmos delivers an incredible depth of sound, clarity, and details for an experience you can feel all around you, even at lower volume settings.:
• Combined with a native 120Hz panel, Variable Refresh Rate (VRR) across all 4 HDMI inputs, enables the TV to adjust its refresh rate automatically in real-time to match the frame rate outputted by a video game console or PC.
• Auto Low Latency Mode (ALLM) switches off all motion processing features to minimize latency.

"We're excited to be a part of Sharp's return to the US television market at this pivotal time in the evolution of smart TV technology," said Tom McFarland, vice president of business development at Roku. "This provides a wonderful opportunity for customers to experience the stunning audiovisual capabilities of a Sharp OLED TV with Roku, America's #1 TV streaming platform, built in."

"We know consumers turn on televisions to experience their dreams across a variety of content," added Peter Weedfald, senior vice president of sales & marketing for Sharp Home Electronics Company of America.  "America's first Sharp Roku TV OLED 4K Ultra HD with HDR10 TVs with the full Roku TV experience built in smartly features both Dolby Vision IQ and Dolby Atmos technologies which truly makes your family's entertainment dreams come true."

Visit shop.sharpusa.com for more information on pricing and availability.

Let’s make it clear: Pay TV is not going anywhere soon. But as TV manufacturers strive to put all available services in one place, viewers are less inclined to want to manage yet another piece of hardware. A set-top box (STB) becomes just another tree in the technological jungle of cables, boxes and multiple remote controls. Moreover, it is very expensive for operators to subsidize and carry the costs associated with STBs. Eventually, the old way of paying back the extensive costs of STBs will be obsolete.

Rather than spelling doom for the pay-TV industry, this change in subscribers’ needs presents an opportunity to follow an entirely new and scalable path for operators. In fact, pay-TV operators are in the prime position to become super aggregators themselves, removing the need for any external devices. By taking ownership of the smart TV, they can maximize capex savings, cut the competition short, and vastly improve the subscriber experience. 

To begin, this article will outline why other solutions—like TV apps—are just intermediate steps or compromises with significant limitations. Then, it will explain how an operator-branded TV can put pay-TV operators back in control and on an accelerated path for growth.

The Constraints of TV Apps
An alternative to the STB is developing an app that viewers can download to their smart TVs and, with a subscription, begin watching content immediately. Obviously, this means neither the viewer nor the operator will need any additional hardware, in turn causing little operational and financial stress for both parties. TV apps may seem like an easy win, and for some operators, they are.

Yet this choice replaces a hardware problem with a competition problem. Whenever the viewer turns on the TV screen, this newly created app competes with an array of other downloaded apps, including other streaming platforms. Effectively, the app undermines the unified entertainment experience that pay TV uniquely provides.

 Because they don’t have access to the whole device and can’t control the overall experience, operators cannot aggregate other OTT apps and TV channels within their smart TV app. Even if the app appears to be on the same surface level as the other apps, which is not guaranteed, viewers may decide it’s one subscription too many, and they may eventually cancel.

An additional drawback of TV apps is that they have to take into account the business constraints imposed by the provider of the underlying platform OS. This may involve having to share revenue and negotiate for home page placement. At the same time, the operator only gets a limited view of subscribers’ viewing habits, data that is vital for service and revenue optimization.

While seeming straightforward at first, this option may not provide a great return on investment for the pay-TV service—especially since the operator has replaced the cost of STBs with a weaker value proposition.

OpApps: A Better but Limited Solution
An HbbTV OpApp offers an alternative to smart TV apps. HbbTV (Hybrid broadcast broadband TV) is both an open industry standard and an initiative to promote the mixture of broadcast and broadband services on TV. The HbbTV Association initially developed the OpApp (Operator Application) specification in response to industry demands for a way to deliver pay TV to existing TV devices without the need for an additional STB. The first commercial OpApp launched on a TV set in 2019, and was followed by additional deployments, mainly in Europe. 

HbbTV has defined a Privileged OpApp variant that functions like a special, more powerful application, allowing the operator to take over some key parts of the TV system user interface, typically the linear TV channel list, the guide, and potentially an on-demand and search portal linked to those. 

Privileged OpApps run independently of smart TV apps and are either embedded in the TV (with help from the TV manufacturer) or installed onto the system during first time setup, or afterward via a decryption device, such as a Common Interface module. Once they’re loaded, Privileged OpApps allow operators to establish their user experience, with viewers accessing the operator UI every time they use the TV.

Unfortunately, there are a few major problems with this option. HbbTV has not yet been deployed in all countries, particularly in some parts of Europe and the United States, yet it is required to run OpApps. This fact discourages the idea of Privileged OpApps as a universal solution for pay-TV operators, at least for the time being. 

Additionally, Privileged OpApps can lack features that would otherwise be available on a dedicated STB, depending on the variant of OpApp the operator chooses and the level of collaboration with the TV manufacturer.

This may not mean much for consumers, who are happy to forgo all the extra hardware if it means they can still have an STB-like experience. But for the pay-TV operator, OpApps put them at a technical disadvantage, as there may still be parts of the TV experience that they can’t control.

The All-Around Best Solution: Operator-Branded TVs
Pay-TV operators have a well-respected brand and can work with a manufacturer to build their own branded TVs, selling them directly or through retail without taking on the liability of subsidizing a TV product for existing and new customers. This approach gives operators complete control over the specifications and the system UI, while in turn offering all the standard features that subscribers look for in a TV. 

A branded TV also puts the operator in a position to access the revenue streams that TV OS providers are increasingly able to extract owing to their gateway position in the home. To set the branded TV further apart from the competition, operators can  then offer an incentive at the time of purchase, such as a free subscription for the first few months, or a mobile phone bundle in the case of multiplay providers. 

While the concept of an operator-branded TV is nothing new, technology has advanced far enough in the last few years to make the venture financially attractive. Off-the-shelf TV ODM hardware provides a better economy of scale compared with STBs, and yet the device still retains all the features—including device management and performance monitoring that operators rely on to maintain the highest levels of quality of service—without making the subscriber wait to receive another piece of hardware in the mail. Plus, the device is already built around the pay-TV service, so the UI is not only easy for the subscriber to use but also provides exclusive access.

In the future, there will be even more options for operator-branded TVs. Direct retail sales of branded TVs will allow operators to make a margin on selling hardware. Operators can compete with other smart TVs by offering a compelling product that aggregates video services (i.e., linear, OTT, VOD) in a more consistent way than smart TV manufacturers alone can do. 

An operator-branded TV is appealing to many consumers looking for a smart TV that is easy-to-use, with a good quality-to-price ratio and all the services they want already built-in. The majority of consumers don’t want to investigate complex technical specifications and compare all the smart TV brands, hardware models, and special offers available on retail shelves. This need for simplicity is one that only an operator-branded TV can satisfy.

In Conclusion
Operator-branded TVs give pay-TV services more prominence than an app and more control than a Privileged OpApp. They also do away with the extra hardware of a STB while providing potential for cross promotion of products and services using the capabilities of the UI, and offering new sources of revenue from retail purchases, rentals, and subscriptions bundles. 

With an operator-branded TV, pay-TV operators can seize control of the smart TV experience and become super aggregators, driving new subscriber growth and boosting revenues without bearing the cost of additional STB hardware.

BERLIN—Roku is coming to Europe with its Roku TV licensing program with the expected Q4 launch of Hisense Roku TV models in the U.K., said Roku CEO Anthony Wood during the ongoing IFA 2019 convention in Berlin.

The Hisense Roku TV models, being shown this week at the technology gathering, offer an intuitive operating system, thousands of streaming channels, 4K UHD resolution and High Dynamic Range (HDR).

“While consumers love Roku TV’s simplicity and advanced features, TV manufacturers benefit from the low cost of manufacturing, a variety of technology options and support from Roku,” said Wood.

Roku licenses Roku TV reference designs based on Roku OS to television manufacturers to use in their smart TVs.

“The ability to quickly bring to market a leading smart TV experience that is regularly updated by Roku and is packed with entertainment gives TV manufacturers an edge in the competitive TV business,” he added.

Television manufacturers receive the Roku TV reference platform with TV and remote control designs. Roku also provides technical support to TV manufacturers. Roku also manages the software ecosystem for all Roku TVs. This includes updating streaming channels and software.

Manufacturers interested in the Roku Licensing Program can request more information by emailing rokutv@roku.com.

LOS GATOS, Calif.—Losing your Roku remote in the couch is no longer as big of a concern for customers with an Alexa-enabled device, as Roku devices are now compatible with the Amazon tool. Through the new Roku skill for Alexa, Roku streaming player and Roku TV owners in the U.S. can now control their systems with their voices.

Using an Alexa-enabled device—Amazon Echo, Echo Show, Echo Dot, Echo Spot and Echo Plus—Roku users can pause a show, launch a streaming channel and search for entertainment by calling on Alexa. Roku TV users will be able to turn on their TVs, change the volume, mute the TV, switch inputs and change channels if an OTA antenna is connected.

Roku devices must be running Roku OS 8.1 or greater to be used with Alexa. Set up is done through the Alexa app.

PRAGUE — Sept. 4, 2018 — Suitest, a leading provider of object-based, codeless test automation and debugging tools for OTT apps, today announced that it is one of the first companies in the world to offer a comprehensive test automation solution for the Roku platform. Using Suitest's solution, app developers can now easily create end-to-end, codeless or Javascript, API-based test scenarios for all the latest Roku devices, including Roku TV, Express, Streaming Stick, and Ultra, on top of already supported major living room devices running Tizen, webOS, Android TV, tvOS, HbbTV/Freeview Play, Xbox One, and more.

"After hearing the outcry of developers and testers looking for a test automation tool for the Roku platform, it was a logical decision to add it to our solution," said Mirko Nedeljkovic, CSO at Suitest. "Only a few companies, like Amazon and Netflix, have the resources to invest in massive device labs with hundreds of TVs, set-top boxes, and consoles. At Suitest, we aim to change the way device labs are created and controlled with our unique remote device-sharing concept. Without making a significant initial investment, developers can have access to hundreds of devices for application testing purposes. With Roku devices being one of the most widely used streaming platforms, this announcement is an important advancement for our industry."

Suitest CandyBox automation hardware simplifies device management, enabling users to control a limitless number of devices at once using infrared technology to simulate various remote controllers. Users can manage a device's power wall sockets with CandyBox, amongst other functionalities. Leveraging the Suitest mobile companion application, which supports both Android and iOS devices, users can control and manage devices right from the palms of their hands.

The Suitest platform is used globally by companies in a wide range of sectors, including hardware manufacturers, broadcasters, app developers, and OTT providers.

Suitest will demonstrate its test automation solution at IBC2018, Sept. 14-18 in Amsterdam, at Stand14.E18. Attendees are invited to book a meeting with Suitest at the show.

# # #

About Suitest (https://suite.st/)

Suitest is the first and only object-based, codeless test automation and debugging tool for OTT apps. Our revolutionary technology allows for automating test scenarios on real retail living-room devices. Automation is the key to scaling and maintaining the continuous quality of your OTT app. Suitest's approach to automation eliminates repetitive manual efforts. Instantly become a test automation expert with the Test Editor or by using APIs to integrate with an existing suite. Intuitive test authoring features and effortless execution across hundreds of local and remote devices enable QA teams of all sizes to dramatically improve their testing efficiency, coverage, and feedback time.

Link to Word Doc: www.202comms.com/Suitest/180904Suitest.docx

Visit Suitest at the IBC2018, Stand 14.E18

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Hisense has begun shipping the next iteration of its four-year-old TV collaboration with Roku.

The R6E, a smart 4K Ultra HD set with HDR10, is more sharply priced than its predecessor, the R7, with a suggested opening retail step of $298 for the 43-inch model.

Other screen sizes, and corresponding MSRPs are:

• $328 for the 50 inch;

• $398 for the 55 inch;

• $498 for the 60 inch; and

• $648 for the 65 inch.

That compares to a suggested $799 retail for the 65-inch R7.

Like the R7, the R6E features a 120Hz refresh rate, up to 30 watts of sound, and access to half a million movies and TV shows that can be streamed from more than 5,000 channels, thanks to its onboard Roku OS.

[Read: Is 8K Gaining Traction?]

Peter Erdman, marketing and business development VP at Hisense USA, said the latest Roku addition was prompted by “a positive response from consumers about the R7.”

The R6E will start hitting retail shelves and websites this month, beginning with Walmart.

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