We are developing cross-plaform. It is all about the experience. Once you finish 2 or 3 applications you are aware about the differences between Samsung, LG, Sony, Philips and Panasonic and you can work with that. Of course the QA process and testing on TVs is different chapter - we have 30 TVs for testing only.
On the other side we have 30 Android phones as well, so comparing Android and SmartTV fragmentation I do not see that big differences, same situation was on Symbian, similar issues you have across different web browser versions or even iOS versions.
It is nothing that should scary or stop you.
BR
Petr
www.mautilus.com/blog
