LG, Sharp and TPV (belonging to Philips) launched the Smart TV Alliance. Under this name is a software-based platform common to all three companies allowing developers to offer applicationsThe for compatible TV set. The SDK will be based on HTML5, CE-HTML and HbbTV.
All three manufacturers expect with such alliance to be able to offer a large number of application and to seduce developers to attract them on their platform. They probably think that the Apple TV set is a true story and that they should better be ready to have ammunitions if Apple released the expected device. As with the App Store, software will be available on an online shop and developers will have to get their applications validated prior to any release.
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