The article highlights the Indian tech start-up Cloud TV and its mission to create digital ecosystems for Smart TV entertainment in the country. Cloud TV offers an intuitive and customized OS solution for next-gen smart TVs that is compatible with all Android-based OEM/ODMs, TV manufacturers, and smart TV brands. The Cloud TV platform includes a licensed app store with certified partnered apps from a mixed range of broadcasters, OTT players, and live channels, including Disney+ Hotstar, Zee5, and more. The Smart TV OS brings multiple advantages, including a customised branded launcher, cutting-edge content discovery engine, mobile sharing, navigation and remote app, and integration of Alexa for voice control. With its innovative features and secured performance, Cloud TV OS has gained the trust of more than 30 Indian brands in the Indian TV Industry, making it India's answer to Smart TV operating systems designed to cater to Indian OEMs and audiences.