Samba TV Teams for Set-Based Real-Time Scene Analysis

Media intelligence firm Samba TV has announced a partnership with smart TV chipset supplier MediaTek, to launch 'Samba AI with MiraAware', an AI solution offering TV manufacturers, platforms and advertisers real-time, contextual intelligence for CTV content.

Samba TV provides real-time cross-platform measurement and audience optimization based on first-party data from millions of opted-in connected televisions, plus web data from more than 50 countries. Its new partner MediaTek supplies chipsets which the firms say 'power the majority of the world's TVs.'

Built directly into MediaTek's dedicated AI processing layer, the new service provides data about what's happening on screen at the moment it appears, allowing the TV itself to detect scenes, objects, brands, interactions and sentiment without needing to send data to the cloud and without recourse to cookies or user IDs. The firms say the resulting real-time contextual analysis allows 'brand-safe advertising, AI-generated metadata, and content-aware experiences', while ensuring 'a smooth and uninterrupted viewing experience.'

Samba TV CEO and co-founder Ashwin Navin (pictured) says the partners are 'deploying personalisation at a scale that was computationally infeasible just years ago'. He comments: 'For the last fifteen years, Smart TVs have been trapped in a cycle of marginal improvements while the rest of computing has seen revolutionary change. It's about time the AI-era reaches your TV, and we believe on-device vision models and deep learning architectures will fundamentally transform passive displays into systems with real-time contextual understanding.'

MediaTek Senior Director Cody Huang adds: 'With privacy by design, zero latency, and unmatched contextual insights, Samba AI powered by MiraAware is set to redefine the future of TV.'

Web sites: www.mediatek.com and www.samba.tv .