Talking to the TV in plain English and having it respond has long been a pursuit of technologists and manufacturers, but so far most voice-processing is clunky and unnatural. Video technology firm Veveo is aiming to change that and is currently testing its conversational voice software with a handful of service providers, says Sam Vasisht, Chief Marketing Officer for Veveo, in an interview with Beet.TV.

As a business-to-business play, Veveo primarily works with multichannel video providers on a licensing model and also via SAS for its video search and recommendation technology. Now, it’s aiming to add the Siri-esque voice commands to that solution. “You don’t have to give structured commands or speak in nouns,” he explains, showing to Beet.TV that the technology responds to conversational language, and also understands pronouns. The voice tools are being trialed by operators and Veveo is aiming to announce partners sometime this year.

Vasisht adds that video search needs are becoming more sophisticated as consumers view video on multiple screens. “People are getting used to the idea of rapid changes in usability so we are helping mobile operators to move in that directions,” he says.