Video streaming device company Roku announced Thursday it will produce its own televisions.

Roku has offered its streaming service built into other TV brands but it has never offered its own Roku brand TV. This allows Roku to have control over the whole process.

Roku Select and Roku Plus Series TVs are set to be released in the Spring of 2023. The TVs are expected to cost between $199-$999.

Roku revealed the new TVs at the tech conference CES in Las Vegas on Wednesday.

"Our goal is to continue to create an even better TV experience for everyone. These Roku-branded TVs will not only complement the current lineup of partner-branded Roku TV models, but also allow us to enable future smart TV innovations," Mustafa Ozgen, president of Devices at Roku said at the conference.

The announcement has drawn attention due to Roku being one of the top well-designed streaming software products on the market with it being easy to use and access.

Roku has made a name for itself in streaming software, but it will have to go up against big TV competitors including Samsung, Sony, and LG.

Roku plans to stand out compared to its new competitors through value, voice-controlled remotes, and an advanced built-in streaming experience that some TVs do not offer at all.

The move is paving a way for Roku to change streaming services connected to TVs altogether.