Smart TVs’ Are Next Bet for Makers as Sales Languish

“Consumers are telling us they’re more interested in connected” televisions, said Benjamin Arnold, an analyst at the NPD Group, the research firm.

For example, at the show, Roku, the manufacturer known for making set-top boxes that include Netflix streaming, will announce designs for integrating its streaming media service directly into television sets. Two Chinese manufacturers, Hisense and TCL, will make the first products based on the designs. Roku, which is based in Saratoga, Calif., will show six television set models at the show with its service built in, said Anthony Wood, the company’s chief executive.

Mr. Wood says Roku is in a position to make a smarter television than others in the industry. He said most TV set makers do not have the resources to make smart televisions with a broad selection of content, partly because many media companies do not want to create versions of their apps for all the different smart TVs on the market. By contrast, there are already more than 1,200 apps available for Roku, including HBO Go, Netflix, Vudu and others, he said.

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