Hisense, in collaboration with Deutsche Telekom, partners with VIDAA for the debut of the first Operator Smart TV.
In a groundbreaking move for the connected television (CTV) industry, Wunderkind has launched programmatic CTV pause ads, promising a 79% cost reduction. This development comes as part of a broader shift in the CTV landscape.
Meanwhile, Nielsen has announced the launch of Connected TV intelligence for Australia's advertising market during Q4 2025. This move is aimed at providing more accurate insights for advertisers, helping them tailor their strategies more effectively.
The collaboration between VIDAA International Holdings B.V., Hisense, and Deutsche Telekom's MagentaTV service marks a significant step in this direction. The trio has created the first Operator Smart TV, set to launch as a native application on VIDAA-powered Hisense Smart TVs by the end of 2025 in Germany.
Arnim Butzen, SVP TV & Entertainment at Telekom Deutschland, has stated that the Operator TV will be an innovative solution for customers who would like to use the full MagentaTV experience on their SmartTVs without additional hardware.
The Operator Smart TV integrates television programming and streaming services directly into smart TV operating systems, eliminating external hardware requirements. This simplifies the entertainment experience for consumers, consolidating functionality within a single television interface.
Nexxen and VIDAA have renewed their partnership for North American CTV expansion, further emphasising the growing consumer preference for this streamlined approach.
Viant has integrated with Wurl for scene-level CTV targeting, while MNTN has partnered with ZoomInfo to bring B2B advertising to connected TV. Microsoft has also launched Premium Streaming campaigns including Netflix.
Movistar Plus+ has launched on Titan OS across Philips Smart TVs in Spain, and the Operator Smart TV by VIDAA, in partnership with Hisense and Deutsche Telekom, will launch first in Germany by the end of 2025, with full Operator TV integration planned for 2026 and further expansion to other European markets starting from 2026 onwards.
The Operator Smart TV provides access to more than 180 television channels, including over 160 HD channels, combined with MagentaTV+ streaming content. With such a wide range of options, viewers are sure to find something that suits their tastes.
It's worth noting that VIDAA operates on more than 30 million connected devices worldwide through partnerships with over 400 brand partners. This widespread adoption underscores the growing popularity of the Operator Smart TV concept.
Lastly, Magnite has rolled out pause ads for streaming TV with DIRECTV and Fubo on August 26, 2025, and Kargo CTV campaigns have achieved 78% higher attention than industry standards. These developments suggest that the future of CTV advertising is promising, with more engaging and cost-effective options becoming available.
In conclusion, the launch of the Operator Smart TV by VIDAA, Hisense, and Deutsche Telekom marks a significant milestone in the CTV industry. With its promise of a streamlined, cost-effective entertainment experience, it's no wonder that this innovation is gaining traction worldwide.
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