Roku has signed on yet another partner for its Roku TV licensing program. Starting this fall, Hitachi will launch 4K and HD Smart TVs running Roku OS.

Hitachi Roku TVs
Hitachi is the sixth manufacturer to join the Roku TV licensing program that Roku launched two years ago in an effort to integrate its operating system into TVs. With Roku OS you have access to more than 3000 apps from the likes of Netflix, YouTube, Amazon, Hulu, Vudu, and HBO Now.

Starting this fall, Hitachi will launch both HD and 4K UHD Roku TVs in “variety of screen sizes”. The TVs will be made available only in the US, and will be produced by Hitachi America, a subsidiary of Hitachi. No other technical details were announced.

- “Roku offers us everything we need in a smart TV solution - a cost-effective way to produce great TVs that run a powerful operating system, access to a compelling streaming channel store and software features that make it easy for consumers to find and discover entertainment,” said Bill Whalen, Director for Hitachi. “We couldn’t be more excited for the launch of Hitachi Roku TV this fall.”


Six Roku TV brands
Besides selling media streaming boxes, Roku has partnered with several other TV manufacturers, including TCL, Hisense, Sharp, Haier and Insignia. Even LG had a Roku TV in its line-up, despite being heavily invested in webOS.

Roku says that in 2015, the first full year of the licensing program, Roku TV “experienced tremendous growth with more than 40 models available in the U.S. and sales accounting for 8% of the U.S. smart TV market”. In 2016, more than 60 models are expected to ship in the US from six brands.