CES 2023: Samba TV, TCL Announce R&D Partnership

Samba TV
(Image credit: Samba TV)

SAN FRANCISCO—Samba TV has announced a new multi-year research and development (R&D) venture with TCL that the companies say will focus on the development and deployment of  advanced artificial intelligence (AI) and content analytics to TCL TVs and make features of Samba AI, a suite of advanced AI and machine learning (ML) technologies available worldwide.

“From pioneering the first content recognition algorithms in Connected TVs, to innovating the next gen Smart TV experience powered by artificial intelligence, today’s announcement builds on Samba TV’s history of innovation and opens the door to an entirely new and exciting future where advanced AI will become the foundation of the television viewing experience," said Samba TV CEO and co-founder Ashwin Navin. "Together with TCL, we are committed to driving the industry into the future where the living room experience is personal, interactive, and immersive,” 

“TCL is excited to partner with an industry leader like Samba TV that continues to shape the future of television. Together we look forward to building a new generation of connected TV with a more seamless experience for viewers to drive deeper engagement,” said Shaoyong Zhang, CEO of TCL Electronics. “Samba TV’s transformative AI technology will provide tremendous new capabilities that will both delight the consumer and provide exciting new possibilities for TCL to deliver new experiences and new revenue streams."

The companies explained that the partnership will accelerate the development of Smart Screen — a next generation viewing experience for consumers with on-screen content information and recommendations, powered by Samba AI and content identification. 

Samba TV’s AI and ML technology intelligently deconstructs the on-screen content in real-time, identifying actors and actresses, brands, and products that appear as well as in-scene music and other viewing recommendations, the companies explained. 

In addition to content recognition advances, Samba TV and TCL will be unveiling Gesture Control at this year's CES. It allows viewers to seamlessly interface with the display by simply using hand movements launch a more interactive viewing experience. 

This underlying platform also powers an array of new consumer experiences, including Smart Screen, which enables TV owners to receive the benefit of new innovations over the lifetime of the device much like the continuous updates one expects from next generation automobiles that are connected and constantly learning and evolving with more usage data, the companies said. 

Samba TV and TCL will unveil the first version of these capabilities in a joint presentation with TCL at the Consumer Electronics Show at the Las Vegas Convention Center (Tech East, Central Hall, booth # 16915 and 16937).

George Winslow

George Winslow is the senior content producer for TV Tech. He has written about the television, media and technology industries for nearly 30 years for such publications as Broadcasting & Cable, Multichannel News and TV Tech. Over the years, he has edited a number of magazines, including Multichannel News International and World Screen, and moderated panels at such major industry events as NAB and MIP TV. He has published two books and dozens of encyclopedia articles on such subjects as the media, New York City history and economics.