Can OEMs create custom rows?

On Sony TVs, there’s a Sony-specific row. On the Mi Box, Xiaomi has a custom row for their apps. OEMs have been able to change some of the experience to include their own software. Will they be able to do the same with this new launcher? Will Sony’s apps appear as a row in-between Favorite Apps and Watch Next? If not, that may negatively impact OEM adoption. If so, it will be a larger consolidation of the experience to make it more consistent and user-focused.

Yes they can. Like every app they can provide at least one row (called channel) with their own content. Every other channel needs to be approved by the user.

They should have watched the Google i/o talk about android TV.

Why does it look like an alibi. It's ugly. Yes yes it's ugly.

As a STB architect for a paytv broadcaster I've been promoting Android for STBs for 2-3 years. I hear from vendors about Google changing stance on their Android TV limitations (letting the broadcaster use their app as the launcher etc) but I can't find out details. I've looked at Google +, registered on the website for more info (twice) and got zip. Can anyone here suggest how to get their attention?