Looking to bring mobile developers into the living room.
Samsung has launched a Free The TV Challenge apps contest for US developers with $500,000 of prizes, hoping to tempt more mobile firms to make apps for its Smart TVs.
The company held a developer day in San Jose yesterday to talk up its connected TV strategy and promote the contest.
"To vitalize the Smart TV market, it is crucial to provide quality local content tailored to consumers of different countries," says Boo-keun Yoon, president of Samsung's Visual Display division.
"We are expanding the Samsung Apps Contest from Korea to the US and Europe and will work hard to create an environment where developers, consumers and Samsung win together."
A European version of the contest will launch later this year.
Samsung says its Samsung Apps store for TVs now has more than 200 apps available - triple the number it launched with five months ago. Recent additions include ESPN Next Level and Hulu Plus.
The company is also working on linking its smartphones to its Smart TVs, revealing yesterday that owners of its Galaxy S handset will be able to use it as a remote control for their TV apps.