Hisense Channels is a new FAST service launched by TV manufacturer Hisense and Xumo, the streaming joint venture between Charter Communications and Comcast. Boasting in excess of 200 premium channels from content providers including Scripps, Stingray and Radial Entertainment, Hisense Channels is debuting on Hisense smart TVs, where viewers can access it from the TV’s homepage screen — no need for a subscription or download. The move is an expansion of the existing partnership between Xumo and Hisense, which is interested in simplifying content discovery with built-in streaming access.

Cord Cutters News calls it “a major milestone for Xumo,” which this launch pushed past the 2,000 mark for FAST channels, delivered across more than 30 global platforms, “reinforcing its leadership in the growing FAST ecosystem.”

Hisense began the Hisense Channels rollout last week on Hisense Google TVs, and plans to be expanding soon to more of its smart TVs.

“These TVs are designed to make streaming feel effortless by eliminating logins and app-hunting — users can just turn on the TV and start watching,” Cord Cutters News writes, adding that the Hisense Channels represent a change in how consumers access streaming content — “no apps, no barriers, and no extra cost. The future of TV is looking a lot more plug-and-play.”

According to the news announcement, “the launch builds on the ongoing collaboration between Xumo and Hisense, which includes the development of Hisense Xumo TVs powered by Xumo’s operating system — designed to simplify content discovery and streamline the streaming experience.”

“For the offering, Hisense selected Xumo Enterprise, the business-to-business arm of Xumo, to power and monetize the initial set of channels in the new service,” TV Technology reports. “In addition to Hisense, Xumo’s enterprise partnerships include other major OEMs, smart TV operating systems, pay-TV providers, and ad-supported streaming apps, powering FAST experiences that drive engagement and monetization across the connected TV landscape.”