LAS VEGAS — Online video services firm Ooyala has  extended its reach into connected TV's in a deal with Panasonic to deliver broadband programming and ads to smart TV's.

Consumers are starting to view video in new and different ways, including on connected TVs, said Ooyala CEO Jay Fulcher, in an interview with Beet.TV this week at CES.

The Panasonic partnership kicks off with The Country Network, the first publisher to use Ooyala's so-called "universal syndication" tools to reach consumers not just on the Web and via mobile, but also now on smart TV's.

Ooyala said more publishers will be using its tools to distribute content and ads across devices this quarter.

Daisy Whitney