On Thursday, Roku, Inc. (ROKU) announced that the first smart TVs that have been designed and manufactured by them would be sold exclusively at Best Buy (BBY) and at their website. Roku already sells hardware items such as streaming players and sound-amplifying devices and third-party branded TVs. Now, they will be selling smart TVs that are made in-house.

Roku has been selling hardware items for a long time, but they have not been a lucrative part of their business. They have also sold branded TVs that are made by third parties such as Westinghouse and Hisense. These TVs have been sold at major retailers. However, their new, own company smart TVs will be sold exclusively at the giant US retailer Best Buy, according to an announcement.

CNBC reported that Anthony Wood, the CEO of Roku had told the outlet in January that he was optimistic about selling the new TVs made by the company.

Earlier in March, at the Morgan Stanley Technology, Media & Telecom Conference, Wood said that the new smart TVs made by the company would provide “more choice for customers” as well as boost their active growth account.

Wood added that the new TV sets would give Roku “a direct contact with the customers” and this in turn would help the company to innovate at a faster pace. He also said that he thought that the new company sets would allow them “to continue to move upstream faster,” more so for “higher-end customers.”

The new TVs from the company will have features including the following:
Voice remote pro
Bluetooth private listening
Automatic brightness and local dimming.

Roku devices will include the launch of Local News. This feature will personalize live news channels according to their location. It will allow users to stream local channels that are located in major cities across the U.S.

Roku has also said that its mobile app has been updated to include the following:
an expanded Account hub
an easier to use home screen interface and
a Live TV Channel “Guide” button.

As of Wednesday’s close, shares of the company increased by over 55 percent this year. Roku’s market value is roughly $8.86 billion.

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