Media company Sinclair has launched ROXi, an interactive music television channel, across 31 markets in the US, delivering access to 100 million licensed tracks from Universal Music Group, Sony Music Entertainment, Warner Music Group, and Merlin.
The service requires NextGen TV-enabled TVs, allowing viewers to navigate content similar to TikTok’s interface, skipping between videos or searching by artist, genre, or mood directly through their TV remote.
Skip Flenniken, VP & GM, Technology Business Development, Sinclair, said: “ROXi is expanding what’s possible on broadcast television, and this partnership brings an interactive music experience to viewers in a simple, accessible way-no apps, logins, or subscriptions required. It’s a clear example of how NextGen TV enhances the broadcast experience.”
The technology is powered by FastStream, an interactive TV platform technology from FastStream Interactive.
ROXi, backed by U2 bassist Adam Clayton, completed a management buyout with new capital from Sinclair and Gray Media in May. Sky News reported at the time, citing sources, that the assets of MagicWorks, ROXi‘s parent company, transferred to a newly formed entity called FastStream Interactive following months of negotiations.
“ROXi is expanding what’s possible on broadcast television, and this partnership brings an interactive music experience to viewers in a simple, accessible way-no apps, logins, or subscriptions required.”
Skip Flenniken, Sinclair
Rob Lewis, CEO of FastStream Interactive, on Wednesday (July 30) said: “More than 40 years after MTV first hit American TV screens, ROXi is revolutionizing the way we experience music on TV in the US, turning the TV into a musical hub for the American family again.”
“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.”
The service is available in markets including Las Vegas, Nashville, Seattle, Washington DC, Minneapolis and Pittsburgh, among many others, with additional markets scheduled for launch later this year.
“More than 40 years after MTV first hit American TV screens, ROXi is revolutionizing the way we experience music on TV in the US, turning the TV into a musical hub for the American family again.”
Rob Lewis, FastStream Interactive
The service combines traditional music videos with virtual music videos. Users can browse through curated music video channels covering pop, rock, country, Best of 80s, 90s, gospel, urban and more. They can also create playlists through AI-generated recommendations.
Pearl TV, which represents eight major broadcast groups including Cox Media Group, E.W. Scripps, Graham Media, Hearst Television, Nexstar, Gray Television, Sinclair, and TEGNA, will support the rollout in non-Sinclair markets. Pearl TV overs over 820 local stations reaching 99% of the US population across the top 50 TV markets.
Anne Schelle, managing director of Pearl TV, said: “ROXi’s new service will delight viewers because it is seamless, interactive, and free.”
“Today’s TV audiences expect control, personalization, and instant access, and ROXi delivers this in spades. We’re thrilled to support ROXi’s launch as a new NextGen TV benefit for our viewers and can’t wait to see it expand across the rest of the country, in partnership with multiple broadcasters.”
Music Business Worldwide
