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Connected TV manufacturers including LG and Philips are working together to establish a common standard for apps on their platforms.
The move will mean content owners that want to have a presence on connected TVs can develop a single app format, which can run across all manufacturers involved in the tie-up.
LG, Sharp and Philips are working on the project, although Samsung and Sony are not involved.
The companies are to develop a standard software development kit (SDK), which is due for launch in early October.
Broadcasters and content owners have been driving their content distribution expansion strategies by launching on connected TVs of various manufacturers. The TV catch-up players of Channel 5 and BBC are both available on Samsung TVs, bringing shows including Neighbours (pictured) to the owners of those sets.