TCL on global AVOD scale, Content curation and CTV monetisation
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You're listening to Inside Content, the TV Industry Podcast. This show is brought to you by Three Vision. A global TV industry consultancy specialising in content acquisition, strategy, research and business development. Each episode, we give you VIP access to the views and experiences of senior TV executives and discuss the latest TV industry trends and insights.
Hello and welcome to Inside Content. I'm Jad Elof, senior analyst at Three Vision. And today I'm joined by Shuja Farouk, Strategic Partnerships and Content Acquisition Manager at TCL. In this episode, we explore what TCL Channel is and how its global CTV footprint makes it a distinctive player in the ad-supported streaming ecosystem. Shooter shares how TCL is prioritizing curation and quality, investing smartly in market specific content partnerships. as well as how improving user journey is key for sustaining user engagement. We also discuss his views on the CTV OS landscape, why he expects continued fragmentation, and what really drives TV purchase decisions.
Introducing Video Markets Tracker from Three Vision, your go to source for global TV data. We offer regularly updated regional and global reports covering PayTV, SVOD, AVOD, and FAST across Africa, MINA, the Americas, Europe and Asia Pacific. Make smarter decisions with insights you can trust. Learn more at threevision.tv Now on to the episode.
Okay. Um hi Ju Shuja. Uh welcome on to Inside Content. Um great to have you here, obviously. How how are you doing?
I'm pretty good. Hi Jed. Nice being here. Thank you very much for the invite, I really appreciate
Yeah, well, um obviously it's it's great to have you on here and you know get your um input on sort of not only the content industry, but also your sort of role, especially at TCL, um and sort of how that sort of fits in, especially with the OS market, the CTV market, and then also the content market, which uh which I know you're sort of heavily involved with in at TCL. So I guess uh to start off to start us off, uh could you outline your role at TCL?
Yeah, sure, absolutely. So I'm actually part of the of a T CL division and entity that is called Falcon. And the Falcon entity within obviously it's uh fully owned by T CL and that entity Is in charge of all the services that you have on CCL uh screens, actually. So by screens, what I might mean by services that refers to every single collaboration around content when it comes to uh app promotion, app on the remote control, you know, the pretty much usual stuff that you'd see for EMs, but also when it comes to uh content acquisition either being uh AVOD or linear channel. Channels. And so this is all the content part. And our department is also in charge of the monetization of the entire uh CTV inventory of our devices.
So uh I'm based in Paris. When I'm not traveling, uh I'm here. Uh but um I predominantly look after the uh about those verticals for the European market. But although I also uh heavily involve in the projects we've been doing in the Middle East and I give a hand to my towards more the Eastern countries, uh in Asia or or elsewhere, to my colleagues based on the the relationships and the the network that I do have. Um but that's that's pretty much about what I do at TCL right now.
Great, great. That's that sounds like quite a big uh remit you got going on there. Um so yeah, I guess for for listeners who are sort of maybe less familiar um with the business, could you give us a brief introduction sort of TCL channel in particular and sort of what it is within the broad broader sort of TCL ecosystem?
Sure. Let's start first because not everyone might know or not the the brand, uh depending on which country they are uh watching this uh this program from. So TCL, we are currently the world's second largest OEM, so TV manufacturer and seller of TV is the second position in the world. Uh that's been the case for a couple of years already. Um and TCL channel has Launched uh back in 2024 uh TCL Channel, which is our uh video entertainment at supported service.
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