Rostelecom Unveils Aurora TV Platform for Smart TVs
Russia’s national telecom operator Rostelecom has introduced Aurora TV, a new smart TV platform designed to power a future lineup of connected televisions. The project signals another step in Russia’s push to build consumer electronics ecosystems around domestically developed software and AI services.
Russia’s smart TV market is gradually filling with domestic brands. In most cases, those devices are launched by large technology companies looking to draw users into their broader digital ecosystems.
Russia’s First Fully Domestic Smart TV Platform
Now national telecom operator Rostelecom is preparing to enter the segment as well. During the CIPR-2026 conference, the company unveiled its Aurora TV platform. It is being positioned as the first fully Russian-developed solution specifically designed for smart TVs. As the name suggests, the platform is built on Aurora, Russia’s domestic operating system. It also integrates AI tools powered by Rostelecom’s data infrastructure and “Neurogateway” platform, alongside a voice assistant and recommendation engine.
According to Rostelecom representatives, the platform’s biggest advantage lies in information security. Most smart TVs currently sold in Russia run on foreign operating systems such as Android or WebOS. In practice, those platforms could theoretically be restricted or disabled in Russia at any time by their developers. Meanwhile, such systems may also be used to collect user data.
No Interference From Outside
Aurora TV removes the possibility of foreign interference with device functionality because all management and control systems were developed and are hosted inside Russia. Among the platform’s key features are guaranteed access on the home screen to national content, including free broadcasts of federal TV channels even on televisions without digital TV modules; simplified onboarding for Russian application and service developers; access to Russian streaming platforms; flexible customization for business use cases including hotels, cafés and offices; and full compliance with Russian personal data legislation.
Another notable aspect of Aurora TV is that it can be installed on virtually any smart TV, including devices that have already been released. The platform will be distributed under a white-label model. Under that approach, one company develops a product or service without branded packaging, while another company purchases and markets it under its own brand.
TV Production to Begin This Fall
Rostelecom also showcased prototype televisions with the operating system preinstalled during CIPR-2026. Manufacturing is being handled by the company Elektra. Full-scale serial production is expected to begin this fall. The TVs will be available with screen sizes ranging from 24 to 55 inches and will include both Full HD and 4K display options.
Rostelecom appears to have a clear understanding of the trends currently shaping Russia’s TV market. In 2025, smart TVs accounted for 90% of all television sales in the country. Increasingly, consumers are choosing devices based less on hardware specifications and more on the platforms powering them. That helps explain why the telecom operator is entering the market with a complete hardware-and-software ecosystem rather than standalone devices.
Competition Is Intensifying
Yandex and Sber followed a similar strategy in 2023 when they launched the Yandex TV Station and Sber television product lines. Those devices also rely on Russian operating systems with integrated voice assistants. As of 2025, televisions from Yandex and Sber accounted for roughly 23% of Russia’s smart TV market.
Aurora itself is also evolving in several directions simultaneously. In 2025, Rostelecom and its partners introduced a prototype version of the Aurora Automotive platform designed for Russia’s domestic automotive industry.
The arrival of another major player in Russia’s smart TV market is likely to have a positive effect. Consumers will gain more choices among devices running domestic software platforms. Also, stronger competition between manufacturers could push companies to improve product quality more aggressively.
