The former CEO of Rakuten TV in Spain and co-founder of Wuaki.tv Jacinto Roca and television marketing and advertising expert Timothy Edwards have set out to redesign television. “Traditional channels have faced competition from viewing streaming content, which is today very disorganized and still little taken advantage of by advertisers,” says Roca. The entrepreneurs, who met on Rakuten TV, have seen a business opportunity in this new audiovisual reality. They have just announced the launch of Titan OS, an independent operating system for smart TVs that has its own advertising division.
The new television ecosystem seeks for all parties to win. Television manufacturers that lack their own operating system are expanding their business beyond hardware. The viewer will be able to more easily access a long list of applications and channels. Finally, “brands will be able to target audiences that are difficult to access, combining the segmentation and measurement that streaming television allows with the impact of television advertising,” explains Edwards.
The co-founders have reached an agreement with TP Vision so that, starting in March of this year, Titan OS will be integrated into millions of Philips and AOC brand televisions in Europe and Latin America. It has also signed a partnership with Currys, the UK’s leading technology store chain. “Partnering with Currys opens up new possibilities for a richer television experience for both viewers and advertisers,” says Edwards.
With a staff of nearly one hundred workers, Titan OS has established its headquarters in Barcelona and has offices in Amsterdam and Taipei. The company has involved an initial investment of six million euros.
