• by Wayne Friedman , January 9, 2024

Major U.S. TV station owner Sinclair Inc. has struck a deal with Roxi, a U.K. TV-based music streaming service, that will bring a unique set of interactive music channels to regular over-the-air broadcast TV -- without the need to download apps. 

This is one of a number of new programming agreements that U.S. TV stations are looking to make to bolster their new NextGen (ATSC 3.0) broadcast technology standard. 

Overall, the effort would look to compete with major music apps and platforms including YouTube Music, Amazon Music Unlimited, and Apple Music.

Roxi's channels include Roxi Music Channel, the Roxi Music Karaoke Channel and the Roxi Music Games Channel.

Financial terms of the deal were not disclosed. The channels will start up in early 2024.

Rob Lewis, chief executive officer of Roxi, says the new service is revolutionary, and provides the ability for viewers to operate with true interactivity: “Viewers will be able to pause, play and skip on broadcast TV for the first time. It is a true revolution in linear TV.”

In addition, the Roxi platform allows consumers to turn their TV into “smart speakers” that allow music to be controlled by consumers’ voices.

Roxi launched in 2017 and has licensing deals with all major music labels.

Rolling out NextGen technology for U.S. TV stations has been a slow process. The effort also requires TV set manufacturers to install special NextGen-enabled tuners in TV sets. Recently TV set maker TCL -- during the Consumer Electronics Show -- said it would beginning installing special tuner technology into its TV sets .

TCL joins other TV set makers in this move including Hisense, LG Electronics, Samsung and Sony.

NextGen's goal was to reach 75% of U.S. households before mid-February.