Case Study

Content Aggregation: Delivering a Premium Experience

One-stop solution with Tata Elxsi's Android TV Suite
Android TV Suite

Million Subscribers

Months Turnaround Time

Winner BroadcastPro Manufacturer Award


Technology is transforming Media & Entertainment  into an experience-driven industry. Media companies are realizing the importance of content aggregation for delivering omnichannel experiences.

OSN (Orbit Showtime Network), a leading premium entertainment content company in the middle east aimed to stay ahead of the curve by delivering a unique viewing experience to its subscribers.

As a strategic partner to OSN, Tata Elxsi helped in developing the OSNtv box that aggregates content across different mediums.


Most of the OSN set-top boxes (STBs) were legacy devices, which required new features and improved user experience in order to satisfy current subscriber demands.

OSN to keep up with subscriber demands, wanted to develop a new product that would have advanced UI, content discoverability and aggregation, search, recommendation and personalization, while maintaining scalability and cost effectives intact. They also wanted to release the box in record time to reduce churn.

"The OSNtv box combines both PayTV and OTT services in one place. It is a convenient, one-stop solution for entertainment aggregation that simplifies content discovery and provides an enhanced family viewing experience along with parental controls based on customer needs. Tata Elxsi’s proven Android TV expertise, along with their ready-to-deploy suite of solutions, enabled a faster launch of OSNtv Box,”

​-  Devrim Malak, SVP Strategy at OSN.


Tata Elxsi supported OSN in complete end-to-end engineering. As a prime integrator, we helped in integrating Google CBS, OSN+ app, third party OTT platforms to provide a simple plug and play device for all content requirements.

Based on consumer trends and insights, our design team developed an immersive and cutting-edge user interface, which provides a seamless onboarding experience, better content discovery, content curation and personalization experiences. Our exclusive Android TV Suite was leveraged to power the box, which comprises of a custom tier launcher with dynamic UI, OTA for seamless software updates and iCX platform for real time management of the STB

Some special features that were incorporated include:

  • Voice search and speech to text
  • Partner backend for provisioning gateway payment
  • 3rd party system for rich metadata
  • Analytics support for TV application
Android TV Suite
Android TV Suite
Content aggregation: Android TV


Tata Elxsi’s deep expertise in design and video engineering helped OSN to launch the new set-top box in a record time of 6 months. 

Subscribers can now seamlessly view Live channels, OTT and OSN apps across a single and user-friendly Android product. The new set-top box offers OSNtv subscribers with high level of personalization options, content discovery and recommendations thereby boosting user engagement and delivering captivating video viewing experience

Our work helped us win BroadcastPro Manufacturer Award in ‘Best in Linear Distribution’ category for OSNtv box in May 2023.

Services rendered

Tata Elxsi

  • End-to-end engineering
  • Design services
  • Content aggregation
  • Android TV services
  • Remote monitoring and management
  • OTA
  • Customer experience management

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