Toshiba, LG Electronics and Royal Philips Electronics have teamed up to develop a unified system for listening music, watching videos and playing games through the internet on TV sets.
The television makers are expecting that the mobile phone users who are accessing online content may like to access it through big screen on TV.
They are planning for a joint platform which will help them deliver Internet content to TV instead of competing platforms from individual companies to hold back Apple and Google, who are also trying to enter into TV market.
In addition to the above mentioned electronic product makers, Apple is currently in negotiations with a US cable company about partnering on a product to carry live television and other content.
Toshiba product and business development manager for smart TVs Olivier van Wynendaele was quoted by Bloomberg by saying that members of the Smart TV Alliance want to make sure that application developers can create offerings that run on different TV sets and they expect additional members by the end of the year.
"There are many platforms on the market, and that creates a lot of friction," Wynendaele said.
"Everybody is trying to take a position in that market, and with players like Apple or Google, there is the threat of fragmenting the market, so it’s important to work on a common platform."
The existing systems like Sony’s Bravia TV sets can stream films and songs via the Sony Entertainment Network, which also links with the company’s Playstation console and Xperia phones.
Panasonic’s Viera system will enable to move the content between the TV and tablet computers.
LG’s operating system allows viewers to obtain movies from video-streaming services Netflix and Amazon’s Lovefilm.
