Broadcasters aren’t the only ones touting second-screen apps.

Panasonic on Tuesday unveiled plans to add more interactive features into its line of Viera TVs, including second-screen features that will enable advertisers to better target viewers based on how they interact with programming.

Company is pushing personalization of its TV software through social features and new menus.

“The next five years will transform more than the last 25,” said Panasonic CEO Kazuhiro Tsuga during the company’s press conference on the first official day of the Consumer Electronics Show, in Las Vegas. “Clearly, customers are hungry for this.”

Tsuga gave a broad overview of Panasonic’s business, emphasizing the importance of delivering a sophisticated experience beyond just connecting TVs to the Internet.

Not to be left out of the 4K discussion this week, Tsuga was joined by OWN network personality Lisa Ling to show off its own 4K OLED TV, a 56-inch unit that’s just one-half inch thick. Pricing was not announced.

Company also revealed its 20-inch 4K tablet that will be powered by Microsoft’s Windows 8.

Tsuga also brought on stage Newark mayor Cory Booker to announce a move of Panasonic’s US headquarters in Secaucus, N.J. to Newark.

“At Panasonic, we are not sitting idle,” Tsuga said. “We are anticipating and shaping the future.”