We build our televisions in Britain, and we give buyers something most brands do not: a genuine choice of smart platform. Not every home wants the same apps, the same menu or the same voice assistant. That is why our smart TV range runs several different systems, so you can match the set to the way you watch rather than settle for whatever the box happens to come with.
Below we walk through the main platforms we fit, what each one does well, and how to pick between them. Every option gives you the streaming apps most homes use, so the differences come down to layout, voice control and the extras each system adds.
LG webOS
webOS is LG's smart system, and it is one of the tidiest around. The home screen sits along the bottom of the picture as a row of cards, so you can open Netflix, Disney+ or a live channel without covering what you are already watching. App support is broad, with all the big UK streaming names present, and the pointer-style Magic Remote makes moving around quick for people who dislike clicking through long lists.
Voice control comes through the LG system, so you can search for a show or change inputs by speaking. Updates arrive from LG over the life of the set, which keeps the apps current. If you value a clean, familiar layout and a strong app line-up, a webOS Cello is a comfortable pick.
Roku
Roku keeps things simple, and that is the point. The layout is a simple grid of channels, the remote has few buttons, and there is very little to learn. Roku sells no televisions of its own, so it stays neutral about which apps it pushes, and its search looks across services to tell you where a title is cheapest to watch. It updates quietly in the background, so the set stays current with little input from you.
For a second set in a bedroom, or for anyone who wants streaming without a learning curve, a Roku Cello does the job with no fuss. It is often the platform we suggest for households that find other menus too busy.
Samsung-Plus and Android on selected models
Some of our sets run Samsung-Plus or Android-based systems. These bring their own app stores and their own take on free, ad-supported channels, which suits viewers who want plenty of no-cost content alongside the paid services. If a particular model in a size or price you like happens to run one of these, the core streaming apps you expect will still be there.
Freeview Play is built in across the range
Whichever smart platform you choose, every set carries Freeview Play. That gives you live Freeview channels plus the UK catch-up players, BBC iPlayer, ITVX, All 4 and My5, gathered behind a rollback guide so you can scroll back through the week and pick up what you missed. It is the same British catch-up experience on a webOS, Google TV or Roku Cello, so no platform leaves you short on home-grown telly. You can read more about our Freeview Play TVs if catch-up matters most to you.
How to choose
A few plain questions will point you to the right platform:
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Do you already use Google at home? Google TV ties in with Assistant and your smart devices, so it will feel natural.
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Do you want the simplest possible menu? Roku is the least fussy, which makes it a strong second-set or first-smart-TV choice.
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Do you like a polished, app-first layout? webOS gives you that, with a broad app list and quick navigation.
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Is loads of free content the draw? A Samsung-Plus or Android model leans that way.
Screen size, budget and room all matter too, so it is worth pairing the platform choice with the panel that fits your space. Sound counts as well, and many of our sets pair the picture with Perfect Pitch Sound for clearer speech and fuller audio without a separate soundbar.
Whatever you land on, you are buying a television built in Britain with the smart system you actually want. Take a look across all our TVs and match the platform to your home. There is no wrong answer, just the platform that suits your household best.