While previous attempts to surf the entire web via TV sets have foundered, the Widget Channel only displays bespoke content, using small Internet applications that are optimized for TV and related consumer electronics devices that use the Intel architecture. A number of leading content providers and set-top box and TV manufacturers are supporting the system.
Intel and Yahoo! are working with content providers such as MTV, CBS Interactive, CinemaNow, Cinequest, Comcast, Disney-ABC Television Group, eBay, Joost and Twitter. The involvement of WPP's Group M signals that advertising will be part of the revenue model. Manufacturers involved include Samsung Electronics and Toshiba.