There are a few pitfalls to avoid in SmartTV.
The first is for TV manufacturers: It is really painful when you switch on your TV set to have a nice message ‘Please wait. Downloading new firmware…’, because when you switch on your TV usually it is to watch a program and usually it is right now! The firmware update should happen when you switch off your TV. Unlike a laptop you are not in a hurry to move your TV. I don’t like either the Windows update process when you want to switch off your PC and already late for an appointment. But that’s another story.
The 2 other main pitfalls are for CSP.
A TV is a video first device. So when you land on the home page of a service a video should fire at once and maintain the user in a soft lean back experience.
The last one is the click experience. It is tedious to navigate a page with just 4 arrow keys. The end user should be able to navigate using a minimum of click and if possible in a single page. The loading of page takes 1 or 2 seconds which is a time end user aren’t used to anymore. So when designing your service use the colors buttons but not the red one which is reserved for HbbTV services.