LG has presented a new operating system for its smart televisions. The focus is on better and more extensive personalization – but advertising should become even more important at River OS than before.

LG Electronics

LG: Smart TVs show more advertisements

LG has a LG Ads division through its department new operating system for smart TVs presented. The focus is on personalization according to the preferences of the respective user. If required, River OS can be controlled entirely by voice. The manufacturer promises that the members of a household will be recognized directly by their voice and that appropriate content will be suggested.

According to the announcement from LG, will Advertising on River OS be a more central component than was the case with the previous webOS platform. In the future there should be personalized ads next to recommendations directly on the home screen. LG is also promising its advertising partners even more attention. You are offered a “homescreen takeover” in which the TV’s home screen is basically completely covered by a display.

in the Video: This should be considered before buying a TV.

It is currently unclear whether River OS will replace or supplement the previous system. It would be entirely possible that River OS would only be available with cheap smart TVs from LG will be used. The manufacturer names Sharp, Hisense, Toshiba, Seiki, Skyworth, Tivo and Sling Media as partners. More partners are likely to join shortly (source: LG).

Smart TVs from LG: River OS in the starting blocks

The new operating system for smart televisions from LG is supposed to still in 2021 find use in new models. India was chosen as the first region. From 2022 onwards, River OS will start in the USA and other countries. No information is yet available about a start in Germany.