On this episode of Inside Content, Toby Russell is joined by Shalini Koshal, European Business Development for Media and TV Partnerships at Samsung to explore Samsung TV’s services business, including the dynamics of how they partner with content providers and the evolution of the TV OS space.

Toby and Shalini discuss Samsung's partnerships with premium content providers, emphasising trust and value exchange, and delving into negotiation factors such as on-screen placement, product integration, platform fees, and strategic collaborations.

They also explore Samsung's competitive positioning and innovation in the TV OS space, including how they are licensing their operating system and utilising partnerships with TV manufacturers.

Finally, they analyse the shift towards service-based revenue for TV manufacturers, highlighting Samsung's strategy to capitalise on service revenue through content offerings, ad platforms, and OS licensing deals, contrasting approaches between companies owning their OS and those relying on partnerships.

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