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Roku expands lineup of custom TVs, adds Sharp

Edward C. Baig
USA TODAY
The home screen on a Sharp Roku TV.

NEW YORK—Roku is expanding its lineup of Roku branded televisions. On Wednesday the popular streaming TV company announced new Roku TVs from Sharp.

The appeal of such a smart TV is that you can access Roku's popular streaming service without having to connect a standalone set-top box or streaming stick—everything is built into the television.

Sharp's new roster of smart Roku TVs, consists of a $379.99 43-inch screen size model and a $499.99 50-inch model.

Roku also said Wednesdy that new Insignia Roku TV models, first shown in January at the Consumer Electronics Show, will be available this month. There will be a $229.99 32-inch Insignia model and $499.99 50-inch set.

As the house brand of Best Buy, the Insignia TVs will be available exclusively in Best Buy stores and at BestBuy.com. But that's also the case for the new Sharp TVs.

None of the new TVs push up to 4K capabilities; these are 1080p high definition models.

Roku's first branded televisions came from two large Chinese TV makers, Hisense and TCL, with another Chinese partner Haier subsequently added to the mix. But the Sharp brand carries a more recognizable name for most U.S. TV buyers.

The Roku TVs come with a customizable home screen with access to more than 2000 streaming channels, along with your cable box, Blu-ray player or game console. The beauty of such an arrangement is that you don't have to switch inputs on your remote control.

Email: ebaig@usatoday.com; Follow @edbaig on Twitter

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