Vewd this week announced a new operating system for smart TVs that offers an integrated streaming experience, eliminating the need to download or switch between multiple apps.

Vewd, which previously operated under the name Opera TV, utilizes proprietary technology that makes apps accessible from the cloud without having to go through the download process. Users can browse OTT content directly from the home screen of their TV instead of switching between apps, Vewd CEO Aneesh Rajaram said.

The new Vewd OS features voice control for browsing and also integrates live streams, broadcast and on-demand video.

Vewd said it provides manufacturers a turnkey solution or a modular approach to integration and the OS features cloud customization tools that include dynamic UI management, privacy controls (with GDPR support), ad management, billing and audience promotion tools for content owners.  

Rjaram said Vewd unites “the entire value chain,” from silicon vendors to OEMs, and from content to consumer to bring a cohesive OTT experience.

“The launch of Vewd OS marks an important milestone for the industry. Consumers, manufacturers and subsequently content owners all benefit from a truly transformative TV experience that exceeds expectations and strikes the right balance between enterprise and entertainment,” Rajaram said in a statement. “Vewd OS raises the bar by reducing fragmentation and allowing every player across the value chain to win.”

The new OS is being demoed at CES in Las Vegas this week and will be rolled out to manufacturers later this year. Many smart TV brands like Sony, HiSense and Vizio are already leveraging Vewd’s technology, which ships on nearly 50 million devices worldwide each year.

In addition, Vewd works with more than 50 pay TV operators globally, including Verizon, Swisscom and Sky, to help them deliver a premium OTT experience to their set-top box users, according to Rajaram.