Entertainment technology company Xperi, the parent company of TiVo, plans to partner with a manufacturer to introduce smart TVs running the TiVo operating system to the U.S. market later this year.

The company is currently working with seven manufacturers to integrate the TiVo OS system into their smart TVs. Panasonic recently announced that it was the sixth such manufacturer partner. Xperi announced this week during its second-quarter earnings call that it has now signed a seventh manufacturer.

This new, unknown TV maker is one of the “top five vendors” of smart TVs in the U.S. and plans to launch TiVo-operated TVs in the U.S. next spring, Xperi CEO Jon Kirchner said during the conference call. He later added that TiVo-operated TVs will be available in the U.S. market “later this year” with at least one manufacturer partner.

Smart TVs with TiVo technology are available in 15 countries, but currently only in European markets.

The company now expects production volume to reach two million active, connected TiVo OS devices by the end of the year.

TiVo Smart TV OS is designed to prioritize “smarter ads” for partners

If these plans come to fruition, TiVo OS will join a growing number of smart, connected TV platforms built into smart TVs, including Google TV, Samsung’s Tizen OS, LG’s webOS, Roku, Amazon’s Fire TV, and more. Of course, this list doesn’t include streaming media players like Apple TV and similar devices from Google, Roku, and Amazon.

Other TV brands that partner with Xperi on TiVo OS TVs in European markets include Sharp, JVC, Vestel and Telefunken.

According to Xperi, TiVo OS is designed to maximize customer loyalty, thereby generating greater economic value by placing ads with different partners. According to the company’s own research, nearly 63% of consumers have a high tolerance for advertising. However, smart TV platforms tend to prioritize irrelevant ads, the company says.

The increasing trend of manufacturers turning their smart TV platforms into additional advertising revenue was recently highlighted by Walmart’s acquisition of Vizio due to its strong advertising revenue potential. Other brands such as LG and Telly also support the idea of ​​selling free or subscription-based TVs via advertising on their respective smart TV platforms.