Roku has doubled down on its position between customers and their televisions with its new line of Roku-powered TVs. In partnership with TCL and Hisense, Roku announced late Sunday that it will release the sets with a built-in Roku interface—no set-top box required—in the fall of 2014.

Roku's platform now consists of 1,200 apps, or “channels,” including Netflix, Hulu, Amazon, Pandora, and Rdio. The Roku HDTVs will present access to these channels directly via the TV and its Roku-tagged remote; any other boxes or devices plugged into the TV will appear as additional channels.

Roku says its products comprise “a new generation of smart TVs” that offer a “simple entertainment experience,” contrasting its offering with that of companies like Samsung and LG, which have shown broad and complex smart TV interfaces in the past. The TVs will come in sizes between 32 and 55 inches. Roku will not make money off the hardware itself; rather, its profits will come from advertising routed through the interface.

According to Wired, Roku will be handling the software updates itself and welcomes other TV manufacturers (Sony, Samsung, Sharp) to join up its new Roku collective.

The Roku TV models will be available in the US and Canada in the fall. Pricing has yet to be announced.