A lot of Smart TVs have DIAL and a lot of them have web browsers. Would it be possible to ask the TV to open the browser to a specific page using DIAL, kind of like you can tell it to open Netflix to a specific content id.
From DIAL's FAQ
Can I use DIAL on my 1st screen app to launch my web app's URL on the 2nd screen device via its browser?
Maybe. You need to work with the device manufacturer to see if the device's browser can accept input parameters (such as a URL) via DIAL, and whether the browser supports the feature set your web app requires.