Roku Inc. is launching a line of TVs that play video from services like Netflix without requiring a set-top box. While similar to smart TVs on the market, Roku's Internet streaming platform has some 1,200 apps and offers a more comprehensive selection of niche content.
The Saratoga, Calif.-based streaming set-top box pioneer is partnering with two of the biggest Chinese TV makers in the world, TCL Corp. and Hisense International Co. Ltd. on six models.
“Consumers will enjoy the ease and satisfaction of Roku TV while manufacturers leverage our design specifications, content relationships and software expertise. At the same time the content community will gain additional distribution and revenues through an already popular and trusted streaming platform – now in the TV,” Roku CEO Anthony Wood said in a press release.
The Roku TV will also offer users a way to access feeds from regular live TV providers and to connect to other devices such as Blu-ray disc players.
Roku plans to showcase the new TVs at the annual gadget show in Las Vegas, International CES, starting Monday.