Hisense is about to rebrand its smart TV operating system subsidiary VIDAA and the OS it makes, I’ve been able to confirm with two sources familiar with the company’s plans.
VIDAA the company will be known as just V going forward, and its VIDAA OS will be rebranded as Home OS, according to my sources. The brand refresh is likely going to be announced at CES in Las Vegas next month.
A VIDAA spokesperson did not immediately respond to a request for comment.
Jamdeo, a joint venture between Hisense and Flextronics, originally launched the VIDAA smart TV OS over a decade ago. Development of the OS has since been taken over by VIDAA, a Hisense subsidiary with offices in Europe, the US and China. VIDAA claims to have over 40 million connected devices in consumers’ homes.
However, most VIDAA users reside outside the United States. That’s not for the lack of trying: Over the years, Hisense attempted multiple times to bring VIDAA to US consumers. In 2023, the company began selling a number of Toshiba-branded TVs powered by VIDAA at retailers like Best Buy and Walmart. Those TVs have all but disappeared from shelves by now, where they have been replaced by models running Amazon’s Fire OS.
Whether the rebrand signals any appetite to reenter the States is unclear at this point. The Home OS branding also suggests that Hisense may further the integration of its TVs with other smart home devices, including its own appliances.
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