Glance, a consumer technology company, has unveiled Glance TV, a feature that transforms idle, ambient TV screens into dynamic, AI-powered smart surfaces, setting a new benchmark in the connected TV (CTV) industry. The platform has been launched in India with Airtel as its first partner, allowing customers to experience Glance TV through Airtel Xstream devices powered by Android TV OS.
According to Airtel, Glance TV redefines how connected TVs can serve users, turning passive moments into engaging experiences . Unlike traditional screens that remain static, Glance TV delivers live, personalised and real-time content even when the TV is not in active use. This always-on, immersive experience ensures the screen stays engaged, providing entertainment and updates tailored to individual interests.
In the first phase of its deployment, Glance TV has been rolled out on over one million Airtel Xstream devices, with users engaging for an average of 200 minutes across three sessions per day. The platform aims to be available on four million devices in India by June 2025, with plans to expand into select global markets in the near future.
With content sourced from a large network of leading publishers, Glance TV offers live and trending content, across multiple categories such as breaking news, entertainment, sports, business, financial, automobiles, and technology. It is currently available in English.
One of the key features of Glance TV is its live updates, which allow sports enthusiasts to stay informed with real-time scores, detailed statistics, and comprehensive scorecards. Additionally, users can access a weather widget, providing all the essential details to help plan their day. Together, these features make Glance TV a comprehensive destination for both real-time and relevant information.
Siddharth Sharma, CEO – Airtel Digital TV, Bharti Airtel, said, “Customers are increasingly moving away from traditional entertainment, seeking platforms that offer more value. Our strategic partnership with Glance will elevate customer experience by delivering interactive features that enable access to advanced AI technology directly through their TVs. We are excited to provide our customers with this enhanced experience and hope they make the most of it.”
Piyush Shah, Co-founder at InMobi, and President and COO at Glance, said, “Glance TV marks a groundbreaking step in redefining televisions as intelligent, AI-powered platforms that go beyond traditional media consumption. It elevates TVs from mere entertainment devices to dynamic surfaces that engage, connect, and inspire users, creating a seamless blend of content and interaction. Glance TV reimagines the very essence of the TV experience.”
He further added, “Our partnership with Airtel is instrumental in scaling this vision, combining their robust ecosystem with our cutting-edge AI technology to unlock new possibilities for television.”
