iWedia, a connected TV (CTV) and set top software developer, has launched Teatro Factory, a TV software framework targeted at pay TV operators that combines software delivery, automated testing, and fleet management under a single operator-facing offering. While presented as a new product, this was one of those announcements that left Faultline puzzled about how much of this is genuinely new technology versus a formalization of services iWedia has been providing for years. According to the Swiss company, that distinction is intentional. Speaking to Faultline, Dejan Popov Tapavicki, Marketing Manager at iWedia, said Teatro Factory does not introduce “entirely new technical building blocks.” Instead, it productizes engineering capabilities—including software delivery, testing, device management, integration, and operational support—that have already been deployed across customer projects. “What’s new is the operational model and the…