X planning smart TV app, promising ‘immersive entertainment’

X is planning to roll out an application for users on smart TVs, the company’s chief executive said on Tuesday.

“Soon we’ll bring real-time, engaging content to your smart TVs with the X TV App,” Linda Yaccarino, X’s CEO wrote on the platform. “This will be your go-to companion for a high-quality, immersive entertainment experience on a larger screen.”

The X app for smart TVs would use trending video algorithms to stay updated with tailored popular content, use AI to organize videos by subject for a personalized experience and allow users to use the app to bring videos to a bigger screen via easier and simplified casting from a mobile device, the company said.

Since it was purchased by billionaire Elon Musk in 2022, X has made significant changes to its content moderation policies, branding and algorithms.

The social networking site has partnered with a number of former and current mainstream media personalities, such as Tucker Carlson and Jim Rome, to house content on the platform.

Musk’s own posts on X, and the changes he has made to its policies, have meanwhile sparked backlash across the media and technology industries and led to advertiser boycotts.