The future of music on television has arrived, and it’s fully interactive. In a bold industry move, ROXi is teaming up with Sinclair and Pearl TV to launch the first interactive music TV channel of its kind across 31 U.S. markets, powered by NextGen TV (ATSC 3.0).
Gone are the days of passive channel surfing. With ROXi, broadcast television enters the era of choice, control, and deep personalization through the TV remote—no downloads, no logins, no subscriptions required. The new ROXi music channel’s features include the ability to search by artist, mood, or genre, skip through videos TikTok-style, or simply press play and enjoy. This is streaming-like interactivity on a broadcast signal.
Rob Lewis, CEO of FastStream Interactive, summed it up perfectly:
“This isn’t just a music channel, it’s a game-changer for television. ROXi is just the beginning—we’ll be launching multiple non-music TV channels, ushering in a new era of interactive TV across America.”
Backed by major music partnerships with Universal Music Group, Sony Music Entertainment, Warner Music Group, and MERLIN, ROXi grants TV viewers seamless access to a catalog of over 100 million licensed songs, including original and AI-generated music videos.
Why is this so significant?
From the AITV perspective, this launch represents a foundational example of what we call agentic media: content delivered with the full agency, intent, and participation of the viewer. ROXi’s user-centric FastStream technology shows how ATSC 3.0 is more than a technical upgrade—it’s a user experience revolution.
As Anne Schelle, managing director of Pearl TV, explained:
“Today’s TV audiences expect control, personalization, and instant access—and ROXi delivers this in spades.”
At AITV, we see this as a harbinger of what’s coming. ROXi is not just a product; it’s a signal. It shows how broadcasters can compete with (and even eclipse) digital-native platforms by merging the wide reach of over-the-air TV with intuitive, app-like interactivity.
This launch marks the beginning of a broader transformation—a transition to broadcast ecosystems where music, sports, news, and entertainment are all intelligent, responsive, and fully interactive.
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