Android TV update puts home-screen ads on multi-thousand-dollar Sony Smart TVs

The Sponsored Channel pictured here is blank, but it will be an entire row of the UI. [credit:
AtHeartEngineer
]




Google is trying out a new 'Pilot Program' that puts a row of advertisements on the Android TV home screen. XDA Developers was the first to report on the new phenomenon, saying, 'We're currently seeing reports that it has shown up in Sony smart TVs, the Mi Box 3 from Xiaomi, NVIDIA Shield TV, and others.'
The advertising is a 'Sponsored Channel' part of the 'Android TV Core Services' app that ships with all Android TV devices. A 'Channel' in Android TV parlance means an entire row of thumbnails in the UI will be dedicated to 'sponsored' content. Google provided XDA Developers with a statement saying that yes, this is on purpose, but for now it's a 'pilot program.'
Android TV is committed to optimizing and personalizing the entertainment experience at home. As we explore new opportunities to engage the user community, we're running a pilot program to surface sponsored content on the Android TV home screen.
Sony has tersely worded a support page detailing the 'Sponsored channel,' too. There's no mention here of it being a pilot program. Sony's page, titled 'A sponsored channel has suddenly appeared on my TV Home menu,' says, 'This change is included in the latest Android TV Launcher app (Home app) update. The purpose is to help you discover new apps and contents for your TV.'
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