As RBR+TVBR first shared on Monday, ROXi, a free music video streaming app for TVs being made available to all in the U.S., is already turning heads as a possible new “share of ear” beneficiary.

While it is known that it will be made available to a vast majority of smart TV owners, what wasn’t previously known is how one of broadcast television’s biggest companies — and one of the key pushers of NEXTGEN TV — is backing ROXi as a partner.