Samba TV, a specialist in AI-driven media intelligence, has announced its partnership with MediaTek, a supplier of smart TV chipsets, to launch Samba AI with MiraAware, an edge-based AI solution that brings real-time, contextual intelligence directly to connected TVs (CTV).

The new technology gives TV manufacturers, platforms, and advertisers real-time, privacy-safe intelligence about what’s happening on screen at the moment it appears. Built directly into MediaTek’s dedicated AI processing layer, Samba AI enables the TV itself to detect scenes, objects, brands, interactions and even sentiment of what’s happening onscreen without needing to send data to the cloud. The result is real-time contextual analysis that powers brand-safe advertising, AI-generated metadata, and content-aware experiences, while reinforcing user privacy and ensuring a smooth and uninterrupted viewing experience.

“For the last 15 years, Smart TVs have been trapped in a cycle of marginal improvements while the rest of computing has seen revolutionary change,” said Samba TV CEO and Co-founder Ashwin Navin. “It’s about time the AI-era reaches your TV, and we believe on-device vision models and deep learning architectures will fundamentally transform passive displays into systems with real-time contextual understanding. We’re defining the contextual computing era within the biggest display in your house. Samba AI pushes media intelligence directly to the edge, in collaboration with MediaTek’s Pentonic Smart TV chipsets that already power the majority of the world’s TVs. We’re deploying personalisation at a scale that was computationally infeasible just years ago.”

Samba AI™ with MiraAware allows advertisers to target scenes in real time. For example, if during a sporting event, a particular team scores a goal, Smart TV applications can enable direct interaction with fans, athletes or brands who wish to be present at that moment. A show that features a café, the system can instantly classify it with labels like “coffee,” “Starbucks,” “McDonald’s” or “brunch,” triggering relevant sponsorships or offers. It can also recognise when programming contains violence or sensitive material that brands would not like to be associated with. This type of contextual advertising is based entirely on the content and does not rely on cookies or user IDs.

TV manufacturers that integrate MediaTek’s smart TV chipsets will gain access to Samba TV’s on-device contextual signals. For advertisers, this unlocks brand safety at scale, better alignment across creative and content, and faster analytics about when and how ads are being seen.

The technology can run on a wide range of CTV platforms across North America, Europe and Australia.

“As part of MediaTek’s commitment to pushing the boundaries of smart entertainment, this partnership ensures seamless integration, maximum performance, and optimised AI processing directly on the silicon layer,” added MediaTek Senior Director Cody Huang. “With privacy by design, zero latency, and unmatched contextual insights, Samba AI powered by MiraAware is set to redefine the future of TV.”

Other posts by :

1. SES announces €0.25c dividend
2. Russia “blinding and destroying” German satellites
3. Bank: AST, Starlink, Kuiper targeting $200bn market
4. Rivada: Is no news good news?
5. SES celebrates Intelsat acquisition
6. Pakistan halts broadband direct-from satellite
7. India stymies Starlink launch
8. Starlink, AST SpaceMobile race for cellular consumers
9. Trouble ahoy for foreign D2D satellites over India?

Categories: Advertising, Articles, Broadcast, Services

Tags: advertising, Mediatek, Samba TV