The development of Web applications targeting Internet-enabled TV Consumer Electronics (TV-CEs) place a multitude of different requirements as compared to Web applications for PCs, PDAs or smartphones.The industry has already realized the importance of standards in this field. Industrial forums as the Consumer Electronics Association (CEA), Digital Living Network Alliance (DLNA), World Wide Web Consortium (W3C), and Open IPTV Forum (OIPF) have developed relevant technology standards, as well as joined their forces for the harmonization of their efforts.Nevertheless, existing standards have not been adequately adopted by the industry and therefore the degree of standards support varies significantly across different IPTV service providers, platform providers, and manufacturers of TV Consumer Electronics. This situation has proven to favour big software development companies against SMEs that seek to enter the market.The W3TV project aims to provide a set of software engineering methodologies and tools that will allow European software SMEs to easily enter the market of applications development for Internet-enabled TV Consumers Electronics and IPTV, and easily migrate their applications across different platforms (TV-CE products, product customisations, and IPTV services platforms).The W3TV methodological framework will remove the need for SMEs to cope with a variety of platforms. Instead, they will only need to possess know-how on the development of applications on top of a reference platform that the project will define on the basis of existing standards.In addition, the project will define appropriate business models, centred on the role of SME Associations, for the exploitation of the W3TV results with the focus set on the commercialization of Platform Migration Services targeting software development SMEs.