If Web TV is the future of home browsing then a decision by Teletext Holidays to switch attention from the Apple iPad to working with manufacturer Samsung makes a lot of sense.
The UK-based travel search company will be the first in the industry to have a dedicated application on the manufacturer's Smart TV App store.
The free application puts the existing Teletext Holidays product search, destination content and other features within the tools and services part of the television alongside other apps such as YouTube, BBC iPlayer and LoveFilm.
Content includes videos and images within the guides, as well as recommendations and regular product deals.
At this stage booking is only available when calling the supplier from a dedicated number displayed on the TVs, although marketing director Bloxham says the technology allows Teletext to provide "dynamically generated offers" with a dedicated number for users.
Samsung has emerged as a significant player in the Web TV marketplace in recent years, with seven dedicated models and a Smart Blu-Ray box available. Teletext's app will be included as standard on the Blu-Ray box.
There are, however, a number of interesting side-stories to the deal with Samsung.
Teletext's legacy is in TV, having for many years been known mostly for its hundreds of travel deal pages on the old TV text services in the UK, so with the TV analogue signal disappearing nationwide by 2012 the deal marks an appropriate return to the channel.
Meanwhile, many will remember the big news from Teletext in December 2010 when it unveiled a new site and announced what was expected at the time to be its first foray into the world of apps on the Apple iPad.
Seven months later and the iPad app still hasn't materialised.
Bloxham admits that when engineers started work on the iPad app they came across a number of problems, not least how to retrofit the existing services into the device.
The app project was put on hold while the Web TV services were developed, including the Samsung deal. The iPad app is now expected to be launched by September 2011.