Our Platform
TV, Transformed: Turn Every Screen You Sell into Your Branded, AI-Ready Revenue Engine.
The RedSquid Platform
RedSquid is a white-label TV platform that lets Pay TV operators ship TVs where the entire experience is owned by the operator, not the TV manufacturer, using the same mass-produced hardware you find in retail but with operator-grade TV software installed at the factory in place of stock software. When the TV switches on, the customer lands straight in the operator’s interface and launches premium apps from within that environment, so the operator controls the home screen, navigation, data, and monetisation instead of handing that value to an OEM or third-party OS. The platform is already in mass production in the MENA region, validating the robustness of the platform.
How RedSquid Works
RedSquid runs on standard TVs already in high-volume production, with no special hardware required, while the manufacturer installs RedSquid software instead of its own to create an operator-branded TV that behaves like a natural extension of the Pay TV service. The platform takes your existing Smart TV app, mobile app, or STB UI and uses it as the complete TV user interface, reusing back-end platforms and customer management systems with minimal BSS/OSS change so that, on power-on, the TV goes straight into your UI and partner apps launch from inside your environment. Delivered as a Platform as a Service with ongoing updates, feature evolution, and integration support, it keeps you in full control of brand, business rules, and data while the TV OS layer keeps improving.
Architecture and Capabilities
RedSquid provides intelligent super-aggregation via a unified UX and data layer that brings linear TV, streaming apps, cloud gaming, and third-party services into a single operator interface, with AI-driven discovery across them all. It is GPU/NPU-ready, designed for next-generation TVs with advanced processors for graphics, cloud gaming, computer vision, and on-device AI, enabling edge-based personalisation and real-time UI optimisation without sending raw viewing data to the cloud. A cloud-native migration path offers a roadmap from legacy STBs to operator-controlled interfaces on smart TVs and devices customers already own, preserving brand, business rules, and prominence from power on, the splash screen to the UX.
Commercial Flow
In the RedSquid model, the customer orders a TV from their Pay TV provider like any other service add-on, the operator passes the order to the TV manufacturer and typically retains a margin, and the manufacturer ships the TV directly to the customer pre-configured and ready to use. RedSquid software then powers the experience so your UI is front and centre and all apps are accessed from within it, meaning you sell TVs you do not manufacture, control the on-screen experience, and unlock long-term monetisation.
Monetisation: UI, Ads, Edge AI
UI monetisation turns the TV interface into premium real estate where every rail, row, and hero tile on the home screen becomes a controlled surface to promote your services, highlight partners, and generate new revenue—enhanced by on-device AI that ranks home screen elements and search results using privacy-safe local signals. Sponsored tiles and rows, priority placements for partner apps or campaigns, and dynamic merchandising of bundles, PPV events, and shoppable offers create an always-on revenue spine anchored in your own interface rather than an OEM’s. RedSquid’s AI also enables privacy-centric personalised advertising by analysing content, context, and coarse behaviour locally on the device, avoiding third-party cookies, cross-device IDs, and raw viewing logs in the cloud while still delivering real-time, high-relevance ad matching.
Edge-Based Virtual Product Placement
Edge-based virtual product placement lets branded objects, signage, or packaging be rendered into scenes in real time on the TV itself, with on-device computer vision mapping each frame to find safe content creator approved insertion points and blending creative per household without sending video off-device. This creates premium in-content inventory that feels natural and context-fit, can be sold dynamically across campaigns, regions, and cohorts, and respects privacy because video and household data stay local, sitting on top of existing ad pods, sponsorships, and shoppable formats.
As next-generation TVs add more processing, memory, and graphics capability for edge AI, gaming, and rich interfaces—making financing the default way to access these intelligent displays—RedSquid is designed to sit on top of device financing so operators can lift bundle ARPU, improve retention by tying multi-year TV contracts to service, and lock customers into an operator-controlled experience for the life of the TV. Together, the platform, UI monetisation, privacy-safe personalised advertising, edge-based product placement, and device financing turn the TV from a cost centre into a diversified, long-term revenue engine for Pay TV operators.