I had the pleasure of sitting down with Teresa López, VP of Whale TV+ and Chris Hock, Head of Whale TV Ads, to unpack how this global CTV operating system is redefining the smart TV experience—both on the content and monetisation fronts.
Whale TV, officially rebranded in 2024, has grown from a behind-the-scenes OS tech provider into a major ecosystem connector, partnering with over 400 independent TV brands like Philips, TCL, and Sharp. As Chris put it, “We realised there was an opportunity for us to play this connector in the ecosystem… supplying our operating system for free and sharing revenue with manufacturers.”
On the content side, Teresa walked us through WhaleTV+, their own streaming service that merges FAST and AVOD formats into one cohesive user experience. Originally operating as rlaxx TV, her team unified disparate apps into the Whale TV+ brand, directly embedded into Whale OS. “We have deep control of the TV OS,” she explained. “That’s a huge advantage.”
Whale TV’s footprint spans 195 countries, with headquarters in Singapore and teams across Europe, Asia, and the Americas. While the U.S. isn’t a current focus, Teresa noted, “It’s the most competitive and ad-rich market—if we land the right client for Whale OS, we’ll follow without hesitation.”
From an advertising perspective, Chris emphasised the power of owning “the first frame”—the screen users see when they turn on their TVs. “We can present content and advertising that’s not only highly personalised but also highly valuable to our partners.” They're experimenting with new ad formats like pause ads, shrinkable overlays, and even exploring shoppable integrations tied to retail loyalty data.
In terms of content strategy, Whale TV+ leans heavily on curation rather than original production. “There are already thousands of companies building and programming 24/7 channels,” Teresa said. “We’re realistic about where we want to compete.” Still, she hinted at branded curation experiences as a space they’re watching closely.
Key Topics Covered
● Evolution of Whale TV from OEM supplier to global OS partner
● Role of Whale TV+ in unifying FAST and AVOD experiences
● Advantages of owning the operating system
● Advertising innovations: pause ads, masthead placements, shoppable experiences
● Global footprint and regional strategy (focus outside the U.S.)
● Strategic curation over original production
● Hybrid content delivery strategy and user-centric design
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