Viaplay Group has rolled out a next-generation set-top box experience for its Allente entertainment service, introducing personalized viewing modes, integrated streaming platforms and AI-capable hardware. The upgraded service is designed to accommodate both traditional live television audiences and viewers who increasingly rely on on-demand streaming.
Allente Introduces New 3Ready-Powered TV Experience
The new Allente user experience went live in early August and is powered by 3 Screen Solutions’ 3Ready Platform. Subscribers in Sweden, Norway and Denmark are among those gaining access to the updated interface and its new personalization features.
Allente serves customers across Sweden, Norway, Denmark and Finland. Viaplay Group became the company’s sole owner in 2025 after acquiring Telenor’s 50% stake for SEK 1.1 billion.
The platform combines 3SS software with a new SDMC set-top box, Android TV and a programmable remote from t4h. (Tech4home).
“Through our close collaboration with 3SS, and the capabilities of the 3Ready platform, alongside state-of-the-art technology from SDMC and t4h., we’re delivering true hardware and user experience innovation, and Allente customers can benefit from a modern service that’s fast, stable and user-friendly,” said Philip Wågnert, EVP Chief Technology & Product Officer Viaplay Group.
Viewing Modes Target Live TV, Streaming and Kids
A central feature of the redesign is 3Ready Experience Modes, which tailor the interface to different viewing habits.
Live TV and On-Demand Modes
Live TV Mode launches directly into the viewer’s last-watched channel, maintaining a conventional television experience and making channel surfing easier.
On Demand Mode instead opens on the home screen, providing quick access to recently used streaming services and allowing viewers to resume programs they previously started.
“When designing a TV product, there’s always the dilemma of trying to determine for which main audience you’re really optimising the menu structure, content and discovery,” said Pierre Donath, Chief Product & Marketing Officer at 3SS, adding: “How do you serve both the traditional live TV audience and streaming-first viewers without compromising on either?”
A dedicated Kids Mode provides a simplified interface and a smaller selection of age-appropriate programming, with unsuitable content filtered from the experience.
Major Streaming Services Integrated Into Allente
Third-party streaming platforms are incorporated into the Allente interface, including Viaplay, Apple TV, Amazon Prime Video, HBO Max and SkyShowtime.
Subscribers can activate supported services through Allente while discovering and bookmarking programming in one location.
The redesigned TV guide also allows viewers to browse live programming without interrupting the content already playing. Picture-in-picture functionality keeps live television or video-on-demand programming visible while users explore the home screen.
Ambient colors derived from on-screen content are also extended into parts of the interface to create a more immersive viewing environment.
New AI-Capable Set-Top Box Powers Platform
The service uses SDMC’s DV9865 AI set-top box, which runs Android TV 14 Operator Tier OS and incorporates an Amlogic S905X5-J system-on-chip and ARM quad-core 64-bit processor.
The device includes a 4 TOPS Neural Processing Unit, or NPU, designed to accelerate artificial intelligence and machine-learning workloads directly on the hardware.
The AI-capable architecture gives Viaplay a technical foundation for potential future personalization and intelligent entertainment features.
Programmable Remote Adds Personalized Shortcuts
Viaplay also selected the Notus L12 programmable smart remote from t4h. for the updated Allente service.
Users can configure as many as four buttons as personalized shortcuts, providing direct access to selected entertainment services without navigating through multiple menus.
“This launch shows what becomes possible when hardware and software innovation move together. Working with 3SS and Viaplay, we have turned the remote control into a genuinely personal part of the entertainment experience. With the Notus L12, Allente subscribers hold a device that adapts to how they watch, not the other way around,” said Graça Cândido, Co-Founder & Commercial Director at t4h. (Tech4home).
The remote is integrated with 3Ready Control Center, allowing its functions to evolve through software rather than remaining limited to fixed hardware controls.
Viaplay and 3SS Extend Long-Running Partnership
The launch represents another stage in a technology partnership that dates to 2018 through Canal Digital. Allente was subsequently established in 2020 as a 50-50 joint venture between Canal Digital and Viasat Consumer.
3SS technology now supports Allente services across LG and Samsung smart TVs, Android TV, Apple TV, iOS and Android devices, along with hybrid satellite and internet-connected set-top boxes. The technology also supports Allente’s business-to-business hospitality television services.
“Allente has always stood at the forefront of harnessing technology innovation to delight its customers, and this launch raises the bar yet again,” Donath said. “By empowering viewers to shape and personalise their own entertainment experiences, Allente is serving loyal TV viewers and also meeting the needs of streaming-first subscribers, all with a single product.”
The next-generation Allente TV experience is also scheduled to be demonstrated during IBC 2026 in Amsterdam.
By combining personalized software, streaming-service integration, programmable controls and AI-capable hardware, Viaplay’s latest Allente platform reflects the broader television industry’s shift toward unified entertainment systems that bring traditional broadcasts and streaming content into a single viewing experience.
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