Etisalat selects Synamedia and 3SS for the launch of the Switch TV application


The largest operator in the UAE, Etisalat UAE, is working with Synamedia and 3 Screen Solutions (3SS) on a new direct-to-consumer streaming service.

Switch TV offers Smart TV apps developed for LG, Samsung, and Apple TV.

The Smart TV applications involved the integration of 3SS’ front-end solution with technologies from Synamedia, Etisalat’s main technology partner. Etisalat uses Synamedia’s Infinite cloud TV platform, security solutions and end-to-end video network portfolio, including private CDN.

Jonathan Haysom, Vice President Commercial Products at Etisalat, said: “Since the launch of Switch TV in 2020, we have continued to improve the service with new features and a choice of service levels to suit different budgets. We saw an opportunity to launch apps on smart TVs and Apple TV when we chose Synamedia and 3SS as our deployment partners, as their expertise in this area is second to none.

Synamedia and 3SS have worked together to develop and integrate the Switch TV ecosystem. It went live in March 2022 with features like VOD, Live TV, Mini EPG, and Parental Controls.

Based on the 3SS 3Ready product framework, the Smart TV app has left and right navigation to support UX in Arabic and Asian languages ​​as well as English. Switch TV customers now enjoy a relaxing experience while watching their favorite cricket games, TV shows and movies.

Jean-Francois Pigeon, Executive Vice President of Sales and Marketing at Synamedia, said, “Switch TV has been a game-changer for viewers across the UAE region. A contributing factor to this success is that Etisalat leveraged the flexibility of our technology to add new devices, features and business models, all underpinned by data analytics. By working with 3SS, we have ensured that the Smart TV and Apple TV apps for Switch TV offer the same premium user experience as on set-top boxes as well as the high levels of security required by Etisalat.

“Smart TV platforms are becoming increasingly important for operators to complement their next-generation set-top box; it is vital for any successful brand that the user experience is seamless, high quality and unified,” commented Kai-Christian Borchers, Managing Director of 3SS. “We are very proud to support Etisalat and continue to collaborate with Synamedia to bring advanced experiences to more and more smart viewers.”

Etisalat’s multi-screen Switch TV service offers free and premium live TV, catch-up and on-demand, with Arabic, Asian and Western TV channels. It offers users a choice of subscription options, including a free service, and offers an extensive library of content from providers such as Zee, BBC, MBC, Fox, Walt Disney, Warner Bros., NBC Universal, Paramount Pictures and Sony Pictures.


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