Internet-backed apps and features, and the ability to interact with other wired devices like phones and tablets are now as important as picture quality and design, said Hirotoshi Uehara, a managing director in Panasonic's TV division.

"Smart TVs will continue to evolve to become interactive communication devices within the home," said Uehara, who spoke at the Computex exhibition currently underway in Taipei.

Panasonic's most recent sets support a Web browser with HTML 5, the new version of the markup language that allows developers to more easily create interactive sites, as well as cloud-based apps and services. Its TVs also interact with its smartphones and tablets, allowing users to flip pictures and video between the devices and use their handsets as television remote controls.

Uehara said the company has signed up "plenty" of programmers to its developer program.

He said the company's strategy also includes positioning TVs at the center of the coming wave of "smart" appliances, which can connect to online services and download software.