Samsung is launching its TV Plus streaming service in the UK and US. The service lets viewers flick between streams as if they were watching regular broadcast TV. Hence Samsung calls it a virtual service.
Previously, it was only available in Korea.
The 'streams' idea is a novel one, as it means you don't need to navigate a static menu screen and launch apps like you're using a smartphone.
However, it does rely on broadcasters offering their on-demand offerings in stream form. So let's hope they get on board.
In Korea, the service offers viewers a choice of 33 different streams. It's available on Samsung's smart TVs made in 2015 or later. Presumably the same will apply on these shores, but we'll bring you more news when we have it.