Rostelecom is preparing to launch its own smart TVs based on the Aurora TV operating system. The first batch could amount to 150-200 thousand devices by the end of 2026, and the government sector is expected to be the main buyer at the start.
The TVs are planned to be produced with screen sizes from 24 to 55 inches. Inside, there will be the Russian Aurora TV OS with an AI assistant, as well as the DRM digital content protection system from Elektra, a subsidiary of Rostelecom. The company emphasizes that such devices will be protected from external interference, will be able to work with personal data in accordance with Russian legislation, and will display mandatory federal TV channels without a separate digital TV module.
In addition to the government sector, Rostelecom expects demand from businesses and private users. The company is also considering the possibility of installing Aurora TV on TVs from other manufacturers, including non-Russian ones. Over the next three years, Rostelecom expects to capture up to 30% of new sales in the Russian smart TV market.
The market remains large and fast-growing. According to M.Video, 2 million smart TVs and smart panels were sold in Russia in the first quarter of 2026, 10% more than a year earlier. In monetary terms, sales amounted to 58.2 billion rubles. Currently, devices running Android and Google TV occupy a significant share, and among Russian platforms, YaOS from Yandex and Salyut TV from Sber are already competing.
Experts believe that the stated characteristics of Rostelecom's TVs fall into the most mass market segment, and the first batch looks more like a pilot: it will allow testing production, logistics, and support without the risk of accumulating too much inventory. At the same time, the goal of occupying 30% of the market is called ambitious - especially given the competition with other domestic OSs and the strong positions of foreign platforms.
