Lee In-kyu, senior vice president who oversees the company's TV business, said in a recent interview that the new version of the software, developed following LG's acquisition of Hewlett-Packard Co.'s WebOS business in February, will be featured in all of the company's high-end smart TVs next year.
LG believes that the expanded roll out of its WebOS-powered TVs will give it an edge against rivals like Samsung Electronics Co., the world's biggest TV maker, that are still searching or developing a platform for TVs. Samsung has long been trying to develop its homegrown Tizen operating system that currently powers its smartwatches but has been wanting to expand its use to TVs.
Unlike smartphones, there isn't a dominating platform used in Internet-connected TVs. Traditional TVs still account for more than half of global shipments, according to analysts' estimates. Research firm Strategy Analytics estimates smart TVs to account for 44% of all flat-panel TV shipments this year, with the percentage forecast to rise to 73% by 2017.
"We will also continue to research how the platform can be applied in relation to other consumer electronic devices used in the home," Mr. Lee said.
As a part of the company's push to revive the operating system that was seen as a failure, LG plans to give the platform a different name every time a new version is introduced, said the executive.
The version currently running on LG's TVs is called Afro, named after an African hairstyle that was popular in the 1970s.
This isn't the WebOS platform's first attempt at trying to attract developers to its system. A few years ago, H-P had tried but struggled as developers were more drawn to write apps for better known platforms.
LG executives argue that it will be different this time as the company has already shipped more than 1.1 million WebOS-based TVs, which is already a higher figure than some 20,000 mobile devices sold at that time through H-P. LG sells roughly 30 million TVs annually including low-end, traditional models.