The Channel Store and Orange partner to boost local channels on Orange TV

The shift from DTT to streaming is accelerating, and with it, the way television is distributed is fundamentally changing. Connected TV is no longer an alternative layer — it is becoming the core infrastructure of the audiovisual ecosystem.

In this context, The Channel Store, part of the TVUP group, has partnered with Orange (MasOrange Group) to bring a structured offering of local channels into the Orange TV platform. The initiative represents a key step in integrating proximity content into a national, premium OTT environment, combining regional relevance with the scale of a major operator.

Making this possible has required much more than simple distribution. The Channel Store has led a comprehensive process to identify, select and onboard regional broadcasters across Spain, working closely with each of them to prepare their signals for a connected TV environment. This has included signal adaptation, format standardization, metadata and EPG normalization, as well as technical validation and operational coordination.

Through this process, local channels — traditionally limited by legacy infrastructure — are transformed into fully optimized digital assets, ready to operate within a scalable CTV ecosystem.

Beyond the technical integration, the project addresses a broader industry challenge: how to ensure the sustainability and growth of local television in a digital-first landscape. By integrating into Orange TV, these broadcasters gain access to wider audiences, increased visibility and new monetization opportunities, helping them evolve from regional players into participants in the connected TV economy.

As Fernando García Calvo, CEO of The Channel Store, explains:“Television is entering a new phase where digital distribution becomes the core infrastructure of the audiovisual ecosystem. Integrating local operators into connected TV platforms allows us to preserve the value of proximity content while projecting it to much broader audiences.”

This initiative reflects a broader transformation already underway. At The Channel Store, we operate at the intersection of content, technology and distribution, enabling broadcasters and platforms to adapt to the new dynamics of the market. The integration of local channels into connected TV is not just a distribution milestone — it is a structural step towards a more scalable, accessible and sustainable television model.

The current lineup includes channels such as 12TV, Almería 24h TV, AC Principado TV, Ahora TV, Canal 4 Tenerife, Cantabria TV, Déjate de historias TV, GuadaTV, La 9 TV, Levante TV, Popular TV Región de Murcia, Televisió d’Eivissa i Formentera (TEF), TeleBilbao, TeleMiño, GCM, TeleGranada and TeleVigo.