Samsung (News - Alert) has added an over-the-top service for its smart TVs called VTV, which delivers Internet video to living-room sets. Presented like a traditional television network, the content will run continuously, offered as a series of playlists. No word yet on whether there will be a “cat video” option.

Working with real-time video content marketing platform Visible Measures (News - Alert), Samsung has developed the service to consist of curated Internet videos, selected by editors and programmed into the aforementioned playlists to represent engaging, trending and topical video content.  “VTV on Samsung Smart TVs represents the first time ever that consumers can to choose to watch television and Internet video in one seamless experience,” said Visible Measures founder and CEO Brian Shin. “VTV brings the best of the Web to TV and we couldn’t think of a better partner to launch this initiative with than Samsung.”

Of course, one could argue that YouTube, viewable via a range of IPTV (News - Alert) offerings and set-top boxes, does the same thing. “VTV is different,” Shin said, “because of the programmatic aspect. If you think about the ideal video experience, you think of being able to lean back, relax and watch video continuously on the biggest screen in the house – for free, without commercial interruption, and without having to stop and search for the next video. This is exactly what VTV delivers.”

Consumers can click into VTV from the Samsung 2013 Smart TV OnTV home screen. The service also runs commercial-free and without subscription fees.  Instead of relying on traditional interruption-based advertising models found on television and online, brands partner with Visible Measures to launch content on VTV, developing creative strategies and identifying branded entertainment that will resonate with consumers.