Roku today announced that it has added another popular brand to its Roku TV licensing program. Philips-branded TVs are manufactured for the U.S. market by Japan’s Funai. The smart TVs used to be powered by the in-house NetTV platform which wasn’t that great to begin with. New Philips-branded TVs will now come with Roku’s operating system out of the box, providing a much smarter connected TV experience.

A variety of Philips-branded TV sets are sold in the United States. These include 4K UltraHD models while some have support for Chromecast and Dolby Vision.

Funai, the company that makes these TVs for the U.S. market, hasn’t confirmed as yet which Philips models will come with Roku OS out of the box. One can expect that the 4K UltraHD models will have Roku to compete with similar products from companies like TCL.

The Roku OS enables users to access more than 500,000 movies and TV episodes. They can even access more than 5,000 streaming channels. The OS receives automatic updates so users already have the latest features and improvements.

It’s unclear right now how much the Philips Roku TV models are going to cost. Roku has confirmed, though, that some models are expected to be available in the United States this year.

Filed in Gadgets. Read more about Philips and roku.

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