Choosing a new TV isn't just about screen size or picture quality anymore. The smart platform behind the screen can make a big difference to how easily you find your favourite shows, access streaming services and control your TV.
At Cello, we build our televisions in Europe and offer a choice of smart experiences across our range. That means you can choose a TV based not only on how it looks, but also on how you want it to work.
From straightforward menus to voice control, built-in streaming and free entertainment, each platform has its own strengths. Here's what you need to know before choosing your next smart TV.
LG webOS: simple, polished and easy to navigate
If you like your technology to feel effortless, webOS is worth considering.
The interface is designed around quick access. Your favourite apps and services appear along the bottom of the screen, so you can move between Netflix, Disney+ and live TV without interrupting what you're watching.
Navigation is made even easier with the pointer-style Magic Remote, while built-in voice controls let you search for content and control different TV functions without having to work your way through menus.
With a strong selection of streaming apps and a clean, modern interface, a Cello TV powered by webOS is a good fit for viewers who want their smart TV experience to feel intuitive from the moment they switch it on.
Roku: straightforward entertainment without the fuss
Sometimes, less really is more.
Roku is built around keeping things uncomplicated. The interface is easy to understand, the remote is refreshingly simple and your streaming services are presented in a clear grid, making it easy to find what you want without navigating complicated menus.
Roku also makes searching for films and programmes easier by helping you find where different titles are available across streaming services.
It's a particularly good option if you're buying a TV for a bedroom, guest room or second viewing space, or if you simply want a smart TV that doesn't require a manual to operate.
Samsung-Plus and Android: more ways to watch
Some Cello models come with Samsung-Plus or Android-based smart platforms, giving you another way to access your entertainment.
Alongside the streaming services you'd expect, these platforms can provide access to additional free, ad-supported channels and content. That makes them a useful choice for anyone who wants more entertainment without continually adding new subscriptions.
If you've already found a Cello TV that suits your budget, room or preferred screen size, it's worth checking which smart platform it uses. You may find that one of these systems offers exactly the mix of paid and free entertainment you're looking for.
Freeview Play: your familiar favourites, built in
Smart TV doesn't mean leaving traditional television behind.
On compatible Cello models, Freeview Play is built in, combining live TV with catch-up and on-demand services in one place.
You can access popular services such as BBC iPlayer, ITVX and My5, while the roll-back guide lets you move backwards through the TV schedule to find programmes you've missed.
That means you don't need to choose between smart streaming and traditional television. You can have both, all from the same TV.
Explore our Freeview Play TVs if catch-up and live TV are high on your list.
Which one is right for your home?
The best smart platform isn't necessarily the one with the longest list of features. It's the one you'll find easiest and most enjoyable to use.
Think about how you watch TV:
- Want a simple, no-nonsense experience? Roku keeps everything clear and easy to find.
- Prefer a sleek interface with plenty of apps? webOS offers a polished experience with quick access to your favourite services.
- Want more free entertainment? Selected Samsung-Plus and Android models offer additional ad-supported content.
- Already use Google services and smart devices? An Android-based TV may fit naturally into your existing setup.
And don't forget the basics. The right screen size for your room, your budget and the TV's sound quality are just as important as the smart platform.
Many Cello models feature Perfect Pitch Sound, helping you get clearer dialogue and fuller sound without necessarily needing an additional soundbar.
Find your perfect smart TV
There isn't one smart platform that's right for everyone — and that's exactly the point.
Whether you want the simplicity of Roku, the streamlined feel of webOS or the additional entertainment offered by other platforms, Cello gives you the choice to find the experience that works for your household.
Take a look at our full TV range and find the combination of screen, sound and smart features that's right for you.