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Ilya Pozin, the CEO of a TV startup called Telly, has a plan to take over your living room.

Pluto’s big idea, back in 2013, was that people might not want to pay for streaming services forever and that someone should come in and build an ad-based network that could capture all those viewers.

On The Vergecast, for the first episode in our miniseries about how technology connects us with our stuff, each other, and the world, we talked with Pozin about Telly’s ambitions to reinvent the TV market and why he’s convinced that ad-supported hardware is the future.

“We would fall on our nose, we would fail.” People buy TVs based on price and almost nothing else, he says, which is why all those manufacturers skimp everywhere they can to make the set a few dollars cheaper.

We’re just very upfront and transparent about it.” Telly reserves the right to get its TV back if you’re not using it or otherwise violate its terms, but the company’s whole thesis is that this is a much more fair trade.

Pozin says hundreds of thousands of people have already signed up to get a Telly and that the company is hard at work on software and integrations to make the TV more than your average dumb screen.

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