We tried to disrupt the market, back about 10 years ago.
One of the significant problems is that 80% of TV SOCs are made by one company, MStar (or their subsidiary). And there's only a handful of companies who make the motherboards with those chipsets. Anyone entering the market either buys those or isn't competitive. It's hard to be competitive because everything is so concentrated and consolidated. Since ST Microelectronics and Broadcom left the TV chip market it became a much less diverse market.
We were an established company who made software for STBs, we had done a ground-up build of what was probably the most capable and powerful framework for TV/DVRs. The new design was commissioned from us by a well known open source Linux distro, who then decided they didn't want to continue with the project after they realised that getting into TV OS's was hard. We then took on ownership of that project but getting investment or even commitments from buyers was impossible.
The retailers and TV brands wanted to rehash the same thing over and over because that was tried and tested. It didn't matter that we made something that was provably better and used modern approaches, it wasn't worth the effort for them. If you can't order about 500,000 TVs then you're not going to get anyone to make anything custom for you these days and you'll not make a profit.
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It was a DVR/TV framework that was designed by people who had worked for big names in the TV business with a clean slate. It would handle up to 16 different broadcast networks (e.g. satellite, terrestrial, cable) and up to 255 tuners, even hot pluggable. Fast EPG processing and smart recording to either internal storage or USB storage. It was user friendly and allowed for HTML5 apps. We pushed it as much as we could but eventually on the brink of financial ruin the company was sold to someone who had no interest in what had been built. I will always feel that something great was lost.