Streaming set-top box and smart-TV maker Roku is partnering with several TV manufacturers to help push forward the emerging 4K streaming standard, the company said Monday.
Roku said that consumer electronics maker Haier will make TVs that have Roku's streaming software embedded—models that are set to be released in the third quarter of 2015—and that Chinese company TCL will manufacture 12 new Roku TV models.
Also, Best Buy-owned Insignia will be manufacturing TVs using Roku software that will be exclusive to Best Buy.
Content streaming platforms like Netflix have started producing and streaming content in 4K, a standard which all future Roku TV models will now support. Roku has engineered the build and design of a TV main board for its partners that are customized for 4K content specifically.