With Smart TVs becoming the flavour of the season, firms like Samsung, LG and Sony are gearing up for aggressive promotions of latest television that offers a host of new features and interactive applications, including internet browsing.

The products, which are priced between Rs 43,000 and Rs 4 lakh are also becoming a platform which is making manufacturers to tie up with content providers to woo consumers.

"Basically, this year we are creating the market. We believe that 15 per cent of customers who are already using HDTV will gradually upgrade to Smart TV," a Samsung India spokesperson told PTI.

The company will be entering into a lot of tie-ups for content development, marketing and expects to soon roll out the advertisement campaign in a big way, she added.