Jinni said it is powering the discovery engine that is humming behind a new user interface launched by VUDU, the Walmart-owned multiscreen electronic sell-through and rental company.

Jinni’s involvement continues an existing relationship it has with VUDU, as Jinni announced that the Walmart unit agreed to license Jinni's mood-based video-discovery platform back in January 2013.

Jinni’s semantic discovery platform is present on VUDU’s updates across its range of supported devices, including connected TVs, gaming consoles, Web browsers, streaming players, and Blu-ray players. That will help VUDU’s customers discovery content amid a library  that offers more than 100,000 titles to rent or own.

Yosi Glick, Jinni Co-Founder & CEO added, “We are proud to have a customer like VUDU adopt our solution using our full discovery feature set. This is further validation of our semantic approach we have built over the years which has now become the dominant trend by the leading players,” company co-founder and CEO Yosi Glick said, in a statement.

Jinni also has deals in place with AT&T for its U-verse TV service, Comcast (for its X1 platform), Belgium’s Belgacom, Spain’s Prisa, Singapore’s SingTel, and Canada’s Telus, among others.

Jinni competes with other media discovery and recommendation engine suppliers, including Digitalsmiths (now part of TiVo), ThinkAnalytics, and ContentWise.

Of that group, ContentWise, which counts Mediaset, Sky and TIM Brasil as customers, announced Tuesday that sales have jumped 400% in 2014. 

Sky Online, Sky Italia’s recently launched OTT service, has tapped ContentWise to power the new offering’s  recommendations engine.

ContentWise said its platform, deployed as part of a systems integration project managed by Ericsson, provides Sky Online with personalized capabilities that supply a mix of content discovery and recommendations.

ContentWise competes in the sector with companies such as ThinkAnalytics, Jinni, and Digitalsmiths, the video discovery specialize acquired by TiVo earlier this year for $135 million.

Launched last month, Sky Online is an OTT service that features VOD and live programming that is targeting access on a range of devices, including PCs and laptops, iOS and Android smartphones and tablets, connected TVs from LG and Samsung, and the Xbox One. Additionally, Roku and Sky Deutschland have inked a strategic deal to use the Roku platform for the development of the Sky Online TV Box, which is expected to become available in the coming months.

The Sky Online service, which does not require a traditional Sky subscription, offers several packages, including a “Starter” tier that runs  €9.99 (US$12.49) per month.

“As viewers demand more relevance and convenience in the content they consume, our goal is to make sure they can enjoy moving effortlessly across discovery patterns. Selecting ContentWise’s solution makes this vision a reality,” said Sky Italia CIO Pier Paolo Tamma, in a statement.