Get your pitchforks ready! Google plans to add advertisements to Android TV homescreen

Google is testing a new pilot program which includes injecting adverts into Android TVs. The company is adding a new sponsored channel to show advertisements to the users.

The new sponsored content was first spotted by XDA Developers (via Ars Technica) who reported seeing ads on Sony TVs, Mi Box 3 from Xiaomi, NVIDIA Shield TV, and others. Several users later reported seeing the same on Reddit and concluded that it might be a bug on Google’s part. However, Google has now confirmed that this indeed is a part of a new pilot program being tested by the company.

Android TV is committed to optimizing and personalizing the entertainment experience at home. As we explore new opportunities to engage the user community, we’re running a pilot program to surface sponsored content on the Android TV home screen.

– Google

While it might be a good idea for Google to make some extra bucks, users surely feel betrayed, especially those who spent thousands of dollars on 4K TVs just to see ads appear out of the blue. Sony has put up a support page explaining the change and has also confirmed that the ads are injected by Google so Sony can’t stop it. The only way to stop ads from showing up is to uninstall “Android TV Core Services” app. Google is still testing the waters so it might be a good idea to voice your opinions and make sure Google gets the feedback.