Point a screen at a web page and you meet the mismatch at once. The page was built for a person sitting at a browser: close to the glass, mouse in hand, signed in, clicking to get where they want. A screen is none of that. It is read from across a room, has nothing to click, runs unattended for weeks, and often needs a page that is not open to the public at all.
So showing a web page on a screen is rarely as quick as handing it a URL. The page may stop at a login, bury the part that matters under menus, or sit on an internal system the open internet cannot reach.
Screenly closes that gap by giving the screen control over how it loads and shows a page. Rather than passively displaying whatever a URL returns, the screen can act on the page, prove who it is to reach protected content, and carry information about itself so the page can respond.
The pages that follow take those in turn: shaping a page so it fits a screen, reaching pages that are not public, and letting a page know which screen it is on.