Roku is opening up its Internet set-top device to third-party content providers with the debut of its “Channel Store.”

Roku announced 10 companies that are taking part in its Channel Store: Pandora, Facebook Photos, Revision3, Mediafly, TWiT, blip.tv, Flickr, FrameChannel, Motionbox and MobileTribe. By using the service, customers can personalize the applications that they want to appear on their TVs, including Internet radio, photo sharing and video podcasts.

The company said additional new channels will appear automatically in the Roku Channel Store as they become available.

“The Roku Channel Store turns the Roku player into the world’s first open platform designed specifically for the TV,” said Anthony Wood, founder and CEO of Roku. “Now content producers and distributors – from single-person shops to billion-dollar corporations – can deliver their content directly to consumers without having to go exclusively through cable operators, satellite networks or TV affiliates.”

Roku’s player initially provided access to Netflix’s streaming service when it first launched in May, but since then it has added access to other services such as video downloads from Amazon.com and MLB.TV.