Electronics manufacturer Hisense is partnering with Comcast and Charter’s joint venture Xumo on a free, ad-supported streaming television (FAST) platform for its smart TVs.

The service, branded as Hisense Channels, begins its rollout this week on Hisense Google TVs, with plans to expand to additional models soon. The FAST platform includes around 200 channels from Xumo, including content streams powered by the E. W. Scripps Company, Radical Entertainment’s FilmRise, Stringray and Comcast’s NBC Universal, among others.

The channels will be accessible from the home screen of most modern Hisense Google TV models, the company said. It wasn’t clear if the platform replaces Google TV Freeplay, a similar FAST platform that is baked into the Google TV platform and whose channels are also powered by Xumo.

“The launch of Hisense Channels underscores our shared commitment to delivering a seamless, high-quality entertainment experience that meets the evolving expectations of today’s TV audiences,” said Stefan Van Engen, the Vice President of Content Partnerships, Acquisition, Distribution and Experience at Xumo. “Through strategic collaborations like this, Xumo is making it easier for consumers to find and enjoy all the premium FAST content that’s out there today, while also giving content owners and advertisers more ways to reach new audiences.”

David Gold, the President of Hisense USA, said the addition of Hisense Channels advances the company’s strategy to deliver built-in streaming options that don’t require additional devices or subscriptions.

“Hisense Channels represents a major step forward in our mission to deliver premium, accessible entertainment to every household in America,” Gold said. “By partnering with Xumo Enterprise, we’re not only expanding the content offerings on our smart TVs, but also reinforcing our commitment to innovation and value by unlocking a world of premium content that’s free, seamless, and built right into the TVs our customers already love.”