Sony launched its new BRAVIA Android TV with Google's Android operating system, allowing access to apps like Google Search and YouTube directly on the TV. This intensified competition in the LED TV market between Sony, Samsung, and LG. Samsung and LG have been leaders in the TV market with different strategies - Samsung focuses on design and features while LG targets various price points and customization. All three companies offer a range of smart TVs running their own or third party platforms, with options at various price points aimed at tech-savvy consumers.