OSN delivers a direct-to-TV pay-TV experience using HbbTV OpApp on Samsung smart TVs
OSN has launched a new direct-to-TV service that illustrates how the HbbTV Operator Application (OpApp) specification can be used to deliver a full pay-TV experience on connected televisions, without the need for a dedicated set-top box.
The service is being rolled out across more than 20 countries in the Middle East and North Africa and is available on compatible Samsung Ultra HD connected TVs manufactured since 2021. It enables Samsung Smart TV users to access OSNtv’s live and on-demand services directly through the television, using the remote control.
An HbbTV OpApp-based implementation
The smart TV application was developed by Sofia Digital and is built on the HbbTV Operator Application standard, combined with TVkey Cloud technology from NAGRAVISION and Samsung. The OpApp approach allows OSN to deploy an operator-controlled service environment that replaces key elements of the television’s default user experience.
Using the HbbTV OpApp model, the OSNtv service integrates directly with a connected TVs underlying live TV, electronic programme guide and channel list capabilities, while also providing access to the operator’s full video-on-demand catalogue. The application supports both English and Arabic, reflecting the linguistic diversity of the region and ensuring a consistent user experience across markets.
A hybrid live TV and on-demand experience
From a viewer perspective, the service delivers what OSN describes as a true hybrid TV experience. Linear channels and on-demand content are presented within a single, coherent interface that is tightly integrated with the television’s user interface and remote control. Rather than appearing as just another app in an application store, the OSNtv service becomes the primary live TV experience on the device.
This model closely mirrors the behaviour of a traditional set-top box, but without the associated hardware. Achieving this required the integration of a custom user interface and video player within the HbbTV OpApp framework, as well as close alignment with TVkey Cloud capabilities.
Security and premium content protection
A key requirement of the deployment is support for premium content. TVkey Cloud integrates security directly into the connected TV chipset, providing a hardware-rooted approach to content protection. The solution meets MovieLabs Enhanced Content Protection requirements for 4K Ultra HD, HDR and early-release content, allowing OSN to distribute high-value programming securely on retail devices.
The combination of chipset-level security and a standards-based HbbTV OpApp demonstrates how pay-TV operators can protect long-term content investments while moving away from dedicated hardware.
Collaboration across the ecosystem
According to the companies involved, the project required close collaboration between OSN, Sofia Digital, NAGRAVISION and Samsung. Replicating the full functionality of a set-top box within a TV-resident application presented both design and technical challenges, particularly given the need to align operator requirements, platform capabilities and device constraints.
For the HbbTV ecosystem, the OSN deployment provides a concrete reference example of how the OpApp specification can be used for direct-to-TV distribution at scale. It shows how HbbTV can support operator branding and control, hybrid live and on-demand services, and secure delivery of premium content on commercially deployed connected TVs.
OSN joins Freely in the UK and HD+ in German in using the HbbTV OpApp specification in delivering an integrated linear and on-demand experience directly on connected TVs.
