LAS VEGAS — LG Electronics on Wednesday introduced its new Smart TV platform bringing apps, games and web-streamed movies to its latest televisions.

The platform will enable LG televisions to expand their capabilities with apps served through LG's app store, which contains apps from major content providers such as Hulu, Netflix and Vudu. Third-party developers from all over the world also have the opportunity to develop apps for Smart TV, according to LG.

The Smart TV interface is controlled with LG's "Magic Motion" remote control, which includes a gyroscope that can detect shakes and rotations for navigating the menu and playing games. There's a launch bar at the bottom of the screen to quickly access apps.

For those who don't want a brand-new LG TV, LG is also offering a Smart TV Upgrader, a set-top box that brings the Smart TV platform to any television with HDMI connectivity. TheSmart TV Upgrader [pdf] is due for release by second quarter of this year; LG has not yet disclosed a price.

The Smart TV platform is LG's grab at the app store phenomenon, which made Apple's iPhone and iPad extremely successful. It's interesting to note that LG is choosing to build its own app platform rather than partner with Google, who is openly offering television makersGoogle TV, a modified version of the Android operating system for TVs.

The move makes sense: Why partner with Google when you can build your own app store and capitalize on digital content sold through it? Plus, a TV company like LG probably has more amicable relationships with TV networks unlike Google, whoseGoogle TV platform has been neutered by networks blocking access to their content.

Photo: Brian X. Chen/Wired.com