Berlin, Germany – September 5, 2025 – In a groundbreaking move set to redefine the TV landscape, VIDAA, Hisense, and Deutsche Telekom’s MagentaTV have announced the release of the first true Operator Smart TV—a fully integrated & built-in entertainment experience that combines live TV, streaming services and connectivity without the need of any external hardware.
The Operator TV is built on the VIDAA operating system and will be available on a large number of Hisense Smart TVs. Designed to simplify and elevate home entertainment, this new category of Smart TVs removes the complexity of set-top boxes and cables, delivering everything users need right out of the box. “With this product we’re delivering on the core promise of Smart TV: seamless access to the best content without complexity,” said Guy Edri, CEO of VIDAA.
“By partnering with Deutsche Telekom and Hisense we’ve created a streamlined experience that puts live TV and top streaming services side-by-side in a single interface—no set-top boxes, no juggling remotes, just everything you love one click away.”
With this new Operator TV solution, users will benefit from the full MagentaTV experience which combines linear TV and streaming-services in one place through a single interface. Also, from a seamless and future-proof solution for modern households which does not require additional hardware—just the Smart TV and an internet connection.
”Operator TV will be an innovative solution for our customers who would like to use the full MagentaTV experience on their SmartTVs without additional hardware,” said Arnim Butzen, SVP TV & Entertainment at Telekom Deutschland. “We are glad entering into this new partnership with VIDAA and Hisense bringing our common vision to our customers.” The new partnership will start with the launch of MagentaTV App by the end of this year on VIDAA in Germany evolving to the Operator TV next year. Further expansion in additional European markets planned from 2026 onwards.
With this innovation VIDAA continues its mission to make Smart TV truly smart, bringing global and local content into a unified platform that’s fast, intuitive and future-ready.
