Google-Backed Glance Launches Live Content Platform For Smart TVs

Glance, a consumer internet company backed by Google and Reliance, has launched Glance TV – an interactive live content platform for the home screen or “zero screen” of Android smart TVs. With live content and real-time on-screen interactions for users, Glance TV aims to completely transform the way people experience television.


Glance TV aims to be present on around 30% of all smart TVs in India soon. The company plans to make Glance TV available globally and also intends to develop the same for other smart TV operating systems.


Until now, television viewing has been a passive way to pass time, with no way for viewers to express their reactions or interact with the content. In a world consumed by social media, television has remained a family experience at best due to the lack of social skills. Glance TV with its strong programming, personalization and social elements helps users break out of this passive, limited and isolated viewing experience and become part of the shows they watch.


“Glance has reinvented the smartphone lock screen into a live screen for personalized, LIVE content. With Glance TV, we want to redefine TV experiences like we did with smartphones,” said Piyush Shah, Co-Founder of InMobi Group and President and COO of Glance. “This is a TV in a way that has never been seen before and a true innovation that extends the live experience Glance delivers from lock screens to TV home screens. Technology company InMobi is the parent company of Glance.


Glance TV users can interact directly in real time with their favorite stars on their TV home screens. They can attend personalized fitness workouts, watch interactive cooking shows with celebrity chefs, or play sports in community vigils that replicate immersive stadium-like atmospheres. In broadcasts, users can interact and shape the direction of the content through live comments, reactions and polls. Using QR codes on live TV, users can buy tickets for movies and events, make live purchases, and even get their social media posts on Glance TV streams.


“With Glance TV, our intention is to eliminate the age-old connotation that TV is an idle way to pass the time and change the perception of TV as the ‘idiot box’,” said Manish Gupta, vice-president Senior Chairman and Managing Director of Glance. “Glance TV gives users the experience where they can be active while watching TV and can express themselves directly on the big screen, within virtual communities of other users. »

Glance TV will offer quirky, personalized content from 5 to 20 minutes, in categories such as sports, entertainment, infotainment, esports, news, lifestyle, food and fitness, unlike standardized long-form television broadcasts. It has partnered with major content providers such as Zee5, Epic On and Docubay to provide users with fresh, personalized and premium content every day.

The company said the launch of Glance TV is a major milestone for Glance, which has revolutionized content consumption on smartphones by bringing live interactive content to the mobile lock screen. Launched in 2019, Glance is now one of the largest mobile lock screen platforms in the world with over 200 million active users.


In February this year, Jio Platforms, the subsidiary of Reliance Industries (RIL), invested $200 million in Glance, in a Series D funding round. Apart from this, the startup also entered into a partnership with Reliance Retail aiming to provide Glance’s “lock screen platform” on JioPhone Next smartphones.


With this round, Glance’s valuation rose to $2 billion. Glance had raised $145 million in December 2020 from Google and existing investor Mithril Capital, making it one of the fastest start-ups to reach unicorn stage.

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