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Opera uses app technology to expand Smart TV audience

Veronica C. Silva | July 19, 2013
Three-step app process enables content owner to monetise video catalogues

Web browser developer Opera Software recently launched the TV app technology that transforms online video into apps for connected TV for free and in less than a minute.

With video-sharing website Dailymotion as its partner, Opera is expected to further extend its reach to new audiences via Smart TV devices using the new Opera TV Snap technology. 

Opera views the partnership and the technology as collective solution to the time-consuming and expensive creation of TV apps despite the large video inventories existing in the cloud.  

Opera said that its technology permits content owners “to re-purpose their online video channels and existing video inventory into ready-to-run HTML5 apps for the Opera TV Store.”

Supported by major television and set-top-box manufacturers, the Opera TV store is a Smart TV app storefront where video apps can be sent by Dailymotion users. 

‘Leanback’ experience

The three-step app-development process only involves visiting, filling the channel description, and clicking “submit”. Each submission of app will be checked for the validity of its content and description. 

While providing an easy four-way navigation using standard TV remote control, the app also plays videos from a channel one after the other, making possible what Opera calls a “leanback” viewer experience. The app was developed to automatically connect to its online video account to sync new content.

Opera described the app-creation process as the “the fastest way” to reach new audiences. Even without special skills, a content owner can monetise existing video catalogues through Opera’s own ad networks and similar partnerships. 

According to IT research firm Gartner, there may be no better time for Opera to launch its technology and partnership with Dailymotion than in 2013 when that global unit production of Smart TVs is predicted to reach 108 million.

Opera sees increased usage of other platforms such as Blu-ray Disc players, streaming media players and hybrid set-top boxes. “These platforms are ideal for video content owners,” it said. 

“Opera TV Snap will help brands and content owners effortlessly reach new audiences, while bringing a greater choice of popular video to viewers. I can’t wait to watch the latest highlights from my favourite sports teams and music artists directly on my Smart TV,” said Aneesh Rajaram, senior vice-president for TV & Devices, Opera Software.

The Opera TV Store, which provides users with a wide selection of entertaining apps, has been launched globally on Smart TVs and Blu-ray Disc players from Sony and TCL, and has also been chosen by Humax, Hisense and MediaTek. 


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