For example, at the show, Roku, the manufacturer known for making set-top boxes that include Netflix streaming, will announce designs for integrating its streaming media service directly into television sets. Two Chinese manufacturers, Hisense and TCL, will make the first products based on the designs. Roku, which is based in Saratoga, Calif., will show six television set models at the show with its service built in, said Anthony Wood, the company’s chief executive.

Mr. Wood says Roku is in a position to make a smarter television than others in the industry. He said most TV set makers do not have the resources to make smart televisions with a broad selection of content, partly because many media companies do not want to create versions of their apps for all the different smart TVs on the market. By contrast, there are already more than 1,200 apps available for Roku, including HBO Go, Netflix, Vudu and others, he said.

“Our strategy is to be the dominant platform on the big screen,” Mr. Wood said in an interview.

Samsung, the No. 1 TV manufacturer in the world, is also bullish about Internet-connected TVs. This year more than 75 percent of Samsung TVs will be smart TVs, said Joe Stinziano, an executive vice president for home entertainment at Samsung Electronics America.

But Samsung, like other television makers, is covering its bases by also trying to grab consumers’ attention with flashy new features for the old-fashioned set. The manufacturers have been introducing these kinds of features for a while now to little avail; last year’s crop of sets offered the ability to watch content in 3-D and included screens with quadruple the pixels. Yet shipments of sets last year were down, and with little content to watch, 3-D TVs are a failure so far.

In the United States, sales of Ultra HD TVs in the 12 months that ended in November accounted for less than 1 percent of overall sales of televisions 40 inches or larger. Nonetheless, this year, Samsung is emphasizing curved high-definition TVs, including a high-end 105-inch Ultra HD TV with a curved display.