Glance, a consumer technology company, has launched Glance TV– an AI-powered service that transforms idle TV screens into smart surfaces, debuting through a partnership with Airtel on Airtel Xstream devices running Android TV OS.
“We believe the ambient TV surface offers immense potential for delivering personalized, value-driven content, much like we did with lock screens on mobile phones,” said Manish Gupta, SVP & GM, Glance TV.
In the first phase of its deployment, Glance TV has been rolled out on over one million Airtel Xstream devices, with users engaging for an average of 200 minutes across three sessions per day, he noted. The platform aims to be available on four million devices in India by June 2025, with plans to expand into select global markets in the near future.
Glance TV is designed to provide real-time, curated content directly on ambient TV screens. With content sourced from a large network of leading publishers, Glance TV offers live and trending content, across multiple categories such as breaking news, entertainment, sports, business, financial, automobiles, and technology. It is currently available in English.
According to Glance, 60 per cent of the content is AI-generated, capable of being updated within 8 seconds of being published online. The service records an average daily user interaction rate of 20 per cent, with a click-through rate (CTR) of 8 per cent, compared to the industry benchmark of 2 per cent.
Glance TV offers customizable widgets to enhance the user experience with it currently offering live sports updates. The company plans to expanding to financial markets, such as stock updates, and even smart home integrations. Users can personalize their screens, selecting categories that match their preferences for tailored content delivery.
Currently focused on user engagement, Glance has delayed monetization to assess consumer behavior. Plans include expanding customization options, such as widgets for financial markets and hyper-personalized content feeds.
“Customization will be driven by user preferences and real-time AI signals,” he said.
It also gives live sports updates, for users to stay informed with real-time scores, detailed statistics, and comprehensive scorecards.
The roadmap for Glance TV includes the addition of immersive widgets, e-commerce integrations, and more content categories. The platform also aims to enable hyper-personalized experiences, powered by user preferences and advanced AI models.
