Xumo, the streaming joint venture formed by Comcast and Charter, has teamed with Westinghouse to launch a new U.S. line of Xumo smart TVs that will initially be sold through Walmart and Amazon. Initial models offer 4K UHD (in 43- and 50-inch versions) that support HDR10, Dolby Vision and Dolby Atmos, and 2K HD (in 24-, 32-, 40- and 43-inch models). Prices range from $120 to $290. Expected later this year are 55-, 58- and 65-inch 4K models. The new televisions run Xumo OS, featuring a tiled menu interface, voice search and more than 250 built-in streaming apps.

“Xumo doesn’t operate a traditional app store,” points out Light Reading, but comes preloaded with a wide range of preloaded apps that customers can quickly sign in to access. These include premium services like Apple TV+, Disney+, HBO Max, Hulu, Netflix, Peacock, Prime Video and YouTube TV in addition to FAST platforms including Pluto TV, Sling, Tubi and Xumo Play.

Xumo is initially selling the Westinghouse models via Amazon.com and Walmart.com, but plans to expand their retail presence, according to Light Reading.

In a press release, Westinghouse Electronics USA President Russ Johnston said Xumo’s “user-friendly OS cuts through the complexity of today’s streaming landscape,” while Xumo SVP of Sales and Marketing Stephanie Cassi likewise lauded the “quality and simplicity” of Westinghouse TVs.

In addition to the preloaded apps, TV Technology runs down features including a “content-forward home screen” that lets viewers “quickly jump back into recently watched content, or they can browse personalized recommendations and curated collections” and customizable watch-lists. Also included is a voice remote that facilitates search “by saying a title, actor or genre.”

Light Reading reports Xumo is also exploring the idea of a broadband operator-distributed smart TV that “might in some ways mirror how it is working with operators today to distribute the Xumo Stream Box.”

Xumo’s U.S. expansion of smart TVs and their distribution channels comes as such partnerships are getting more competitive, writes Light Reading, listing a “smart TV platform market that includes Roku, Amazon, Google, LG Electronics, Samsung,” among others.

TiVo, after launching its own TV line last year, did deals with U.S. regional retailers P.C. Richard & Son and BrandsMart USA announced in spring.