OnePlus, the China-based company known for its affordable line of premium phones is foraying into the television industry. The phone maker has announced today that it’s building a smart TV and plans to launch it sometime next year.

oneplus announces plans for its first smart tv - oneplus 5t red

Speaking on the current television offerings, Lau stated in an interview with Business Insider, “At present, we feel the current market of TVs is still feeling quite traditional in their functionality and experience. And they haven’t really well-integrated the internet into the experience, and making the experience match with what would be expected in today’s connected society.”

The new television division inside the company will be headed by Founder and CEO, Pete Lau is also responsible for overseeing OnePlus’ smartphone wing. While OnePlus hasn’t quite revealed anything beyond that, it does say the television will be a premium product with the hardware to match. In addition, the OnePlus TV will come with a bunch of artificially intelligent features including a virtual assistant and a built-in camera for reasons we don’t know yet. Possibly for video conferences and other similar purposes. OnePlus also mentions the television will offer a “seamless connectivity” for your phone.

The OnePlus TV is the first major non-smartphone product OnePlus will be adding to its lineup after nearly five years. The smart television could be the first of many steps towards building an ecosystem to take on companies like Xiaomi. OnePlus is also expected to introduce a new phone later this year in November, the OnePlus 6T.

I dream about a time when technology is truly seamless, an effortless part of your life without being the focus. As other consumer electronics have evolved and improved our lives, televisions have remained conventional and cumbersome. We bring inherent advantages to the industry, and with this new division, we’re excited to explore the total connected user experience that can enhance everyday life.”, said Pete Lau, OnePlus Founder, and CEO.

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