New cross-platform TV app engine launches

TV App Agency is set to launch a cross-platform TV app engine to enable brands, agencies and developers to create native TV apps for deployment across multiple connected TVs.

Smart TV is a new growth opportunity for digital – globally, the market is forecast to reach 119 million smart TVs by 2014. However, according to TV App Agency there are a number of challenges for brands:

“Like mobile, there are a multitude of platforms and the complexity of the market has been slowing brand adoption. In mobile, brands could be paralysed trying to prioritise iPhone, Android, Windows, Blackberry or Nokia. Similarly in TV the challenge lies in deciding between Samsung, LG, Philips, Sharp, Opera and Google TV.

“TV App Agency’s new technology Engine provides a solution to this problem – the engine allows developers to create TV apps for many different TV platforms from a single source of code. The engine is offered as a cloud-based software as a service application.

“The TV App Agency Engine shifts the challenge for brands from the technology to the content, providing a unique opportunity for brands to launch their own TV channel. Instead of paying rent to a TV or satellite broadcaster, you can create your own channel and launch it in the app store of a smart TV. Most importantly, as the Engine provides a cross-platform compiler, it can be done for a reasonable price while offering maximum reach across smart TV platforms.”