3SS Launches 3Ready Hero to Help Telcos and Pay-TV Operators Increase Satisfaction and Engagement with Conversational UI

3SS has created an entirely new user interface and platform specifically for telcos and pay-TV operators to enable meaningful human-like conversational interactions using voice or text that work seamlessly with any Android TV Custom Launcher.

Stuttgart, Germany(06 Mar 2025)

3 Screen Solutions (3SS), leading provider of software solutions for set-top boxes (STB), smart TV, multiscreen and in-vehicle entertainment, announces 3Ready Hero, a new product that leverages AI to enable natural and helpful ‘conversational’ interactions on Android TV STBs.

3Ready Hero was born from a co-innovation initiative with a 3SS customer in 2024. It since transformed from a proof-of-concept to create a personalized playlist using AI to a flexible conversational UI solution for Android TV set-tops.

3SS has created an entirely new user interface and platform specifically for telcos and pay-TV operators to enable meaningful human-like conversational interactions using voice or text that work seamlessly with any Android TV Custom Launcher. It is a standalone application that is integrated through on-device and cloud APIs. 3Ready Hero transforms how people discover and experience entertainment by using the most instinctive communication method, talking.

“3Ready Hero helps improve customer satisfaction and engagement by making it possible to speak with a set-top in the same way that you would with a friend.” said Pierre Donath, 3SS CMO & CPO.

Users enjoy fully personalized conversations to find relevant content, get technical help or manage their subscriptions. Telcos and pay-TV providers have full control over the conversational experience, and can explore and enable the most valuable use cases for their customers.

The outcome for viewers is a new way to directly interact with the service that’s much more effective and enjoyable than simple UI/UX browsing. For telcos and operators, it’s the opportunity to engage and talk with customers from within the TV service experience.

To learn more about conversational user interfaces, 3SS’s new white paper can be downloaded here.

Leveraging LLMs make content discovery intuitive, easy and fast

Advanced Large Language Models (LLMs) like Google's Gemini and OpenAI's GPT are transforming voice assistant technology, offering more reliable and accurate vocal interactions across different languages and dialects. Furthermore, LLMs have dynamic tuning capability, with the capacity to ‘learn’ and deliver ever-improving personalization and accuracy over time.

“LLM powered conversations today already achieve a good level of sophistication, but more  is needed to achieve a highly intuitive experience for the user: 3Ready Hero is LLM-agnostic, and we can leverage more than one model to optimize for specific use cases and deliver results to viewers that are more accurate and helpful, while making the solution cost-efficient,” says Donath.

“At 3SS, we strongly believe that the future of entertainment is personal and conversational: With the power of LLMs we’re able to simplify and tailor the entire customer experience in ways that were previously impossible," says Donath.

Intuitive CUI self-care enhances customer relationships and saves costs

In addition to customers finding their desired content faster, viewers can speak with their own assistant using the CUI and get help to make service requests and solve any problems. This could take the form of answering questions about the STB’s operation, features and functions or subscription management, for example. This CUI-enabled self-care fuelled with AI can help operators see significant cost savings in subscriber management and customer support.

3Ready Hero is available today for testing and is being further developed based on customer feedback. Interested telcos and pay-TV operators can apply here to enrol in the 3Ready Hero program and trial it on their own Android TV devices.

“We are tremendously excited to discover with our customers how we can enhance existing user experiences, and validate assumptions with real users,” Donath added. “We're still at the early stages of AI powered conversational user interfaces, and we are discovering the most meaningful use cases together.”

3Ready Hero is a standalone solution that seamlessly integrates with the custom launcher on the device and connects to any backend, recommendation engine, or individual telco or operator system: “We’re not replacing global voice assistants or reco engines, we’re providing a more flexible CUI solution designed specifically for TV and able to adjust as rapidly as LLM models evolve,” adds Donath.

A CUI has the potential to transform the UX for people with disabilities

Conversational UIs can also increase the value of a pay-TV service for people with disabilities. About 20% of the population has some form of impairment. There are millions of blind, partially sighted and hearing-impaired people consuming TV services every day. With 3Ready Hero, these audiences are empowered to more easily find content with audio description or subtitles. All users can more easily select their accessibility settings on their TV/STB and manage their subscriptions using either voice or text as input. 

Focusing on accessibility in TV products is even more relevant this year as the deadline for compliance with the European Accessibility Act (EAA) approaches in June 2025. The EAA is a law that aims to make digital products and services more accessible to people with disabilities and older people in the European Union. 

Privacy-conscious and speedy to deploy

3SS designed the solution to be highly privacy conscious and cost effective without any personal user data or proprietary telco information being stored at LLM level. Available as a SaaS, the solution is easy to integrate, and its low token usage makes it highly scalable.

About 3 Screen Solutions (3SS)

3SS is a global leader in digital entertainment technology, delivering solutions that create experiences people love. Since 2009, 3SS has been trusted by telcos, pay-TV operators and streamers for its expertise in system integration, software engineering, UI/UX design innovation and solution architecture. The award-winning 3Ready product platform accelerates seamless entertainment service launches across all devices, while empowering customer-centric innovation. Today 3Ready powers 30+ service providers, delivering rich, loyalty-enhancing entertainment hubs with total reach of 70+ million users. Blue-chip operators and innovators worldwide have chosen 3SS technology, including 4iG Group (OneTV), A1 Telekom Austria Group, Allente, Altibox, Claro, Elisa Estonia, ENTEL, Norlys, ORS, Proximus, TCC Uruguay, Tele2, TELUS, Vodafone Group and Yes. Expanding beyond the living room, 3SS also delivers next-generation in-vehicle entertainment solutions. The 3Ready Automotive in-car entertainment platform is currently being deployed by leading global OEMs, redefining the connected car experience. Please visit 3ss.tv for more information and follow us on LinkedIn.