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In an exciting collaboration, consumer electronics brand Hisense and its TVOS subsidiary, VIDAA, are joining forces with Deutsche Telekom to create a new line of “Operator TV”-branded smart TVs. These cutting-edge devices will cater to the telecom’s residential pay TV customers, offering operator-level control without the need for set-top boxes or any additional peripherals.

“With this product, we’re delivering on the core promise of smart TV: seamless access to the best content without complexity,” stated Guy Edri, CEO of VIDAA. He emphasized that this partnership aims to provide a streamlined experience, allowing users to enjoy live TV and top streaming services side-by-side in a single interface—eliminating the hassle of juggling remotes and extra devices.

As of August, VIDAA reported that its Linux-based operating software powers approximately 30 million devices globally. Not only does Hisense incorporate VIDAA into its own television sets, but it also features the platform in brands it controls, such as Toshiba. According to a ranking from the Connected TV Marketing Association published 14 months ago, VIDAA held about 7.7% of the global smart TV market as of June 2024, trailing only behind Samsung Tizen at 12.8%, while Roku accounted for around 6.4%.

The new Hisense smart TVs will be specifically manufactured for Deutsche Telekom’s MagentaTV customers, which number around 4.7 million in Germany and extend to nearby regions like Austria. Unlike many of its U.S. pay TV counterparts, MagentaTV continues to grow, having added 23,000 users in the second quarter alone.

“Operator TV will be an innovative solution for our customers who would like to use the full MagentaTV experience on their smart TVs without additional hardware,” said Arnim Butzen, Senior VP of TV and Entertainment at Telekom Deutschland. “We are glad to enter into this new partnership with VIDAA and Hisense, bringing our common vision to our customers.”

The partnership will kick off with the launch of the MagentaTV App by the end of this year on VIDAA in Germany, with plans to evolve into the Operator TV concept next year. Further expansion into additional European markets is anticipated starting in 2026. This type of integrated execution is becoming increasingly common in Europe; for example, Sky has successfully incorporated integrated set-top features into its Sky Glass smart TVs for several years.

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