LG Electronics said Sunday it has developed the first TV reception chip that allows streaming ultra high-definition content without a separate set-top box. The company plans to debut its TVs equipped with the new chip during the National Association Broadcasters Show in Las Vegas from April 16-21.

The development comes as global broadcasters are bracing for the next-generation digital-based UHD terrestrial broadcasting.

There has been a substantial work associated with a shift in the primary delivery method for broadcast television. Unifying the television experience with IP streaming offers opportunities for broadcasters to more closely engage with their audience and provides the broadcasters access to new and enhanced revenue streams.

The standard Advanced Television System Committee 3.0 (ATSC 3.0) marks the first IP based broadcast system that combines broadband and broadcast.

LG has been supporting ROUTE, or real-time object delivery over unidirectional transport. ROUTE improves efficiency in the use of frequencies and allows broadcasters to offer more diverse services along with their programming.

The ATSC 3.0 broadcasting standard will be likely adopted by Korea and the U.S. The Korean government plans to start the broadcasting from February next year.

When the ATSC 3.0 is commercialized, the LG new chip will allow viewers to use new services such as emergency alert system and TV program schedule even though their TVs are not connected to the Internet.