Synamedia has dramatically reduced the cost of putting TV-based content to air with a new cloud-based platform called Senza. This platform is designed to open up new viewing experiences both inside and outside the home. Senza targets broadcasters and streamers from a variety of different industries, eliminating barriers that have resulted from the proliferation of user devices and market fragmentation.
Senza moves the entire user experience from devices like connected TVs and streaming sticks into the cloud, offering an HTML5 interface for quickly launching free, low-cost, or premium services. The result is a personalized, immersive user experience with advanced graphics and AI-generated synthetic video. This "write once, run everywhere" approach is more familiar to the internet than the world of TV.
Synamedia claims a 90% reduction in the normal cost of onboarding a new channel, achieved by eliminating the need for multiple versions of the same app. Using a Cloud Connector, Senza transforms any TV screen into a high-performance, smarter TV, opening up creative and business opportunities across entertainment, digital signage, hospitality, IoT, and retail.
"Our partners will extend Senza's reach as they benefit from the platform's unique value proposition," explains Nick Thexton, Synamedia's EVP, Media Cloud Services. "Channels can deliver more value-added user experiences including interactivity without any ecosystem fees; bars and entertainment venues can use Senza to link and blend live sports and offer trivia games; and hospitality partners can create personalized experiences that can be customized to any property and each room."
Synamedia has achieved a base component cost device price of around $6, which can go even lower with volume. The company plans to free license the hardware design and device software to third party OEMs in 2025.
One of the early adopters, SuperCloud International, a pioneer in streaming and television, will use Senza to deliver its consumer in-home streaming service, UMAXX.TV, which offers over 350 live TV channels via a military-grade, proprietary 5G network. UMAXX chose to add Senza to its hardware offering because of its reliability and cost advantage.
"UMAXX is a first-of-its-kind internet and live TV service built on an encrypted military-grade 5G private network with two goals in mind: to exceed security expectations and to be available where our customers are," said Jim Devericks, Chairman and CEO of SuperCloud International. "We're not just holding true to that promise but doubling down on it by working with Senza. Adding their technology to our platform aligns perfectly with our 'consumer first', 'plug in and go' strategy as it enables access to video content from the cloud, delivered directly to a consumer's TVs at home without the need for third-party apps."
Synamedia is building a reseller network for Senza. As part of this program, the company has expanded its existing partnership with AMT to extend the reach of Senza into markets across North America, Europe, and Latin America. Synamedia is also working with Toner Cable in the telco industry.