Norwegian web browser developer Opera Software announced that the firm will deliver web browsing technology on Sony BRAVIA televisions and Blu-ray players.
The firm offers the Opera Devices SDK as a cross-platform solution for embedded devices such as connected TVs and Blue-ray players, offering support for HTML5, web applications and widgets in the web browsing functionality offered.
"The Web as we know it is evolving, and we are committed to making it more accessible across diverse devices," Opera development boss Christen Krogh.
The move was greeted by industry watch site Gigaom, with the site saying that Opera's web-standards based approach would be a welcome change for video publishers an "increasingly fragment TV app market."
"A browser-based approach, rather than one built on apps, might be one way publishers can reach multiple devices," said Gigaom.
"In the same way publishers build HTML5-optimized pages for the iPad, they could also reuse those assets for connected devices that sport Opera and other standards-based browsers."