Forget the set-top box, Sharp outs Smart TVs powered by Roku

Sharp has announced a pair of Smart TVs with built-in access to the connected Roku platform.

The Japanese company is now selling 1080p LED sets, a 43-inch TV and a 50-inch TV, with the same Roku operating system that powers the popular range of set-top boxes and streaming stick built-in.

It is the fifth manufacturer to adopt Roku and definitely the most noteworthy. Previously, Roku had agreed accords with Hisense, TCL, Insignia, and Haier.

Roku has enjoyed great success with its set-top boxes, which feature a much wider array of connected channels and apps, with around 2,000 to choose from. That’s far more than rival solutions like the Apple TV box.

Integrating Roku tech is a great way for manufacturers to offer a well-fleshed out Smart TV experience without having to build their own. This is why Roku appeals to Sharp, but the bigger hitters, such as LG, Samsung and Sony have put years into developing leading Smart TV ecosystems.

Read more: Amazon Fire TV vs Roku 3

The steaming company is also plugging the new Roku Feed portal, which is a new feature that’ll allow consumers to find out when their favourite entertainment becomes available to stream.

The models will be available exclusively in the U.S. from Best Buy for $379 and $499 respectively. No word yet on international pricing and availability.