In this episode of Inside Content, I sat down with Shujah Farooq from Falcon at TCL to explore what it looks like when a major TV manufacturer goes deep on the services layer. Shujah’s remit covers what lives on TCL screens, from content partnerships and acquisition across AVOD and linear channels, to the monetisation of TCL’s connected TV inventory. Based in Paris and supporting multiple regions, he sits right where distribution, editorial decision making, and advertising economics meet.
We started with the fundamentals of TCL Channel, which launched in 2024 as TCL’s free, ad supported entertainment service. Two things stood out. The first is reach. Shujah described it as live in essentially every country, meaning that if you have a TCL TV you can access free content almost anywhere. The second is focus. TCL Channel is intentionally CTV only. It is not an app you download from an app store and it is not available on mobile, tablet, or browser. The service is designed to be part of the television experience, not an extension of it.
Shujah also clarified that TCL Channel is not simply a FAST bundle. It is built with two distinct areas. There is an AVOD experience that is not tied to a channel schedule, and there is a live TV section that includes FAST channels and broadcast channels. That split matters because it changes discovery. If the first screen is AVOD led, you can use editorial choices and navigation design to shape viewing, rather than relying only on channel surfing.
When we moved into strategy, Shujah framed TCL Channel’s role in a way that felt very grounded. Like other OEM services, it is about enhancing the value proposition for the TV buyer and building loyalty through a better experience. In parallel, it is also about the business reality that CTV has become a major focus in digital advertising, turning OEM inventory into a meaningful revenue stream alongside content.
A great example came from Brazil, where TCL Channel atone point was the only service offering the full dubbed box set of Naruto in Brazilian Portuguese for free. Shujah was careful to point out this was not an exclusivity move. It was a timing and packaging opportunity that TCL could act on quickly, and it became something the device team could market to strengthen consumer perception and engagement. It was a useful reminder that OEM services can influence purchase intent even if they are not yet the primary reason someone chooses a TV.
We also discussed sports and why progress varies by region. Shujah described how rights access is often more achievable in Brazil and the US, while the picture is more constrained in Europe and many other markets. He also highlighted how leagues and clubs are increasingly building direct to consumer strategies and deciding whether, and how, ad supported distribution fits into their plans. From TCL’s side, he pointed to a mix of partnerships and sponsorship adjacency, including the NFL in the US and the Olympics.
Finally, Shujah’s view on the CTV OS market was clear. He expects continued fragmentation, driven by the scale and strategic priorities of the biggest OEMs. He also made the point that operating systems are often more of an industry concern than a consumer concern. In his view, purchase decisions are still led by screen size, resolution, and price, with reach and device sales ultimately shaping which platforms have the strongest long term advantage.
Key topics
● TCL and monetisation on TCL screens
● TCL Channels global CTV-only AVOD + live strategy
● Quality-over-quantity in FAST channel line-ups
● Tier-one movie acquisition and AVOD growth
● Sports rights, sponsorships, and regional constraints
● Broadcasters, leagues, and the shift toward direct-to-consumer
● OS fragmentation and what really drives TV purchase decisions
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