Buying A Smart TV In India: Smart TV
Google’s dominant position in the Android TV ecosystem has come under fire in India. The Competition Commission of India (CCI) recently ruled against the tech giant in an antitrust case, imposing a fine of ₹20 crore and demanding key changes in how Android TV operates across the country. This move could reshape the smart TV landscape in India, impacting both manufacturers and consumers.
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Buying A Smart TV In India: Google Is in Trouble
Android TV has been the go-to operating system for most smart TVs in India, aside from models from Samsung (Tizen), Amazon (Fire TV), and Apple (tvOS). Brands like Sony, TCL, Vu, Hisense, and Philips use Android TV as the core OS for their smart televisions. However, the CCI found that Google’s licensing agreements imposed restrictive conditions on these manufacturers.
The main concern was Google’s requirement that OEMs (original equipment manufacturers) pre-install the Google Play Store and associated apps as the default app store and platform on Android TVs. These agreements restricted manufacturers from developing or pre-loading alternate operating systems or app stores, giving Google significant control over what users can access on their smart TVs.
Buying A Smart TV In India: CCI Ordered
The CCI’s latest ruling mandates Google to revise its policies for the Android TV platform in India. The company must now offer more freedom to its partners, allowing them to:
- Choose the operating system they want to use.
- Pre-load or promote alternate app stores instead of the Play Store.
- Allow and encourage sideloading of third-party apps.
These steps aim to dismantle Google’s stronghold on the big-screen ecosystem, similar to the scrutiny it faced with Android smartphones last year.
Buying A Smart TV In India: Impact on Consumers
For Indian consumers, this means upcoming smart TVs may no longer offer a uniform Android TV experience. Brands can now launch TVs running custom operating systems or third-party platforms, giving users more variety in features, UI design, and app availability.
However, this freedom could also lead to fragmentation. Some TVs may lack the Google Play Store or services like Google Assistant, YouTube, or Chromecast. As a result, customers will need to pay closer attention to the specifications and software details of each model before making a purchase.
Expect to see TVs powered by alternative platforms such as Linux-based systems or even brand-specific OS like Xiaomi’s PatchWall or LG’s webOS, but possibly from more manufacturers now.
Buying A Smart TV In India: What Happens Next?
Google has been instructed to inform all its smart TV partners of the new guidelines. This will allow OEMs to make strategic decisions regarding the software they offer, app store partnerships, and future TV rollouts.
For now, existing Android TVs in the market will continue to function as usual. But moving forward, new launches may begin to look quite different. This also opens the door for smaller app store providers or regional tech companies to enter the smart TV space with new innovations.
Buying A Smart TV In India: A New Era for Indian Smart TVs
The CCI ruling against Google could be the start of a more open and competitive environment in the Indian smart TV segment. By loosening Google’s grip on software requirements, manufacturers now have greater control over their offerings, potentially leading to better customization, innovation, and pricing.
That said, Google’s ecosystem offers unmatched integration with Android smartphones and Google services — something alternatives may struggle to replicate. Whether users prefer the familiar experience of Android TV or choose to explore newer platforms, the market is heading toward greater diversity.
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