Panasonic brings paid-for apps to the TV

Panasonic used IFA 2011 to announce its new internet TV service, Viera Connect, which will allow owners to run paid-for apps onto their TV set.

The new service, which replaces the older Viera Cast, runs entirely online, so apps do not have to be downloaded or stored on the TV set itself. Users can log in to use free apps or, for the first time, to buy paid-for services.

Rather like the Apple or Google smartphone app stores, the Viera Connect Market service takes the customer's payment and passes on money to the app developer.

The company also demonstrated the ability of the service to play 3D games - Asphalt Racing was on show - with several Panasonic TV owners competing against one another online.

Meanwhile, the iFit app links up to certain treadmills, and uses Google Street View images to allow the user to 'virtually' run just about anywhere in the world.

There's good news for owners of older Panasonic TV sets, too. The 2010 models will receive a free update to the Viera Connect service over the next few days, although they will not be able to purchase paid-for apps.

The company told us it hoped to bring it to older internet-connected Blu-ray players as well in the near future.

Finally, the service is open to anyone who wants to develop new apps - developers can register now for access, with prices starting at a one-off payment of $129.