Soon­­­, the websites you visit while watching TV could adapt in real time to the shows being watched — automatically presenting information relevant to the show, or even tuning their ads in response to what’s on screen.

Flingo, which developed the technology, known as Sync Apps, says the new set is already being mass-produced by one of the top five television brands in the U.S. and will retail for less than $500.

Ashwin Navin, Flingo’s CEO, says he expects people to opt in because the service offers an automatic way to do what people are already doing manually.