Smart TV interfaces provide the necessary portal for streaming, smart home control, cloud gaming, and many other apps and services, but they tend to be cluttered with unwanted content recommendations, ad-supported free TV deals, and now more often than not, direct ads.

Google TV that powers Google Chromecast with Google TV Streaming Stick and is also used as a smart interface on best 4K TVs from Sony, TCL, Hisense, and Philips is one of the more familiar third-party streaming options for TV makers. But he’s also been blamed for screen clutter, and most recently for leaning heavily on advertisements. The company occasionally tweaks its interface to make it more user-friendly, however, the latest improvements will be rolling out to Google TV users this week.

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