Glance, a prominent consumer technology company, has introduced an innovative feature called Glance TV. This revolutionary platform transforms idle, ambient TV screens into interactive, AI-powered smart surfaces, setting a new standard in the connected TV (CTV) landscape. Launching first in India, Glance TV is accessible through Airtel Xstream devices powered by Android TV OS. This partnership makes Airtel the inaugural collaborator, allowing its customers to be the first to experience this advanced feature.

Reimagining screen engagement

Glance TV redefines how connected TVs operate by transforming passive moments into dynamic engagements. Unlike traditional screens that remain static when not in use, Glance TV offers live, personalized, and real-time content. This always-on functionality keeps screens active, delivering entertainment and updates tailored to user preferences, even during downtime.

Early rollout and user engagement

In its initial phase, Glance TV has already been deployed on over one million Airtel Xstream devices. Early adoption data reveals users are spending an average of 200 minutes daily, spread across three sessions, engaging with the platform. By June 2025, Glance aims to expand its presence to four million devices in India, with plans for international markets on the horizon.

Rich content across diverse categories

Glance TV offers a broad spectrum of content sourced from leading publishers. Users can explore live and trending updates across various categories, including breaking news, entertainment, sports, business, finance, automobiles, and technology. Currently available in English, the platform ensures a wide-ranging and accessible viewing experience.

Real-time features enhance usability

Key features of Glance TV include live updates tailored to user interests. Sports enthusiasts, for instance, can access real-time scores, detailed statistics, and comprehensive scorecards. Additionally, a weather widget delivers essential updates to help users plan their day effectively. These capabilities make Glance TV a one-stop destination for timely and relevant information.

Siddharth Sharma, CEO - of Airtel Digital TV, Bharti Airtel, said, "Customers are increasingly moving away from traditional entertainment, seeking platforms that offer more value. Our strategic partnership with Glance will elevate the customer experience by delivering interactive features that enable access to advanced AI technology directly through their TVs. We are excited to provide our customers with this enhanced experience and hope they make the most of it."

Piyush Shah, Co-founder at InMobi, and President & COO at Glance, said, "Glance TV marks a groundbreaking step in redefining televisions as intelligent, AI-powered platforms that go beyond traditional media consumption. It elevates TVs from mere entertainment devices to dynamic surfaces that engage, connect, and inspire users, creating a seamless blend of content and interaction. Glance TV reimagines the very essence of the TV experience."  He further added, "Our partnership with Airtel is instrumental in scaling this vision, combining their robust ecosystem with our cutting-edge AI technology to unlock new possibilities for television."