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The television market is entering a new phase of conflict. The largest broadcasters in Europe are calling on the European Union to introduce stricter regulations for Smart TVs and technology platforms. It is about who really controls what we watch.
Smart TVs as New "Access Guardians"
Organizations representing broadcasters claim that it is no longer TV stations or streaming platforms that dominate the market. Increasingly, operating systems in televisions and set-top boxes have greater control. They decide which apps we see, what is promoted, and how easily we can find specific content. That is why the industry wants such platforms to be recognized as so-called gatekeepers and covered by the Digital Markets Act regulations.
Data shows a clear trend. Systems such as Google TV, Amazon Fire TV, and Samsung Tizen are systematically increasing their market shares. In practice, this means that a few tech companies are starting to control access to viewers on a European-wide scale. This is a significant change from the past, when the market was more fragmented and dependent on local operators.
Regulations will also cover AI assistants
Interestingly, the proposals do not end with televisions. Broadcasters want the regulations to also cover voice assistants like Alexa, Siri, or Google solutions. The reason is simple: they are increasingly responsible for content search and can influence what the user sees first.
Traditional television is beginning to openly fight against Big Tech. The stakes are control over content distribution and access to viewers. If the EU decides to impose regulations, it could significantly change the way Smart TVs and the entire media market operate.
Source: flatpanelshd.com
