Discovery App Looks to Own TV Experience

Matcha.tv inks partnerships with HBO, Turner, other programmers

The war for control of the TV screen, specifically the battle over which company or companies will own the user interface—and by default, the relationship with the average viewer—has only just begun. Whether the ultimate winner is a cable company, a TV manufacturer, Apple, Amazon, Xbox, Hulu, Roku or somebody else, pretty much everyone agrees that TV is getting messy.

Indeed, anybody who’s spent time jumping between linear TV, a DVR, a cable company's on-demand menu, a Netflix account, a Hulu Plus subscription and a gaming console—hooking up and unhooking HDMI cables along the way—can attest that if somebody can simplify the TV experience, they’d have a great shot at winning its future.

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