A content management system (CMS) for graphically authoring and deploying a television app and pages for access and display by end user devices. The CMS displays a canvas in a GUI and receives input graphically specifying page appearance using a component on the canvas. The component is compatible for rendering in a webpage format and in a television app page format. The webpage format of the component is used for rendering the component on the canvas. The CMS deploys the page so it can be rendered in either the television app page format or the webpage format depending upon which type of page is requested. The CMS can also enable authoring and deploying configuration information and application logic that is accessed by a shell app on the end user devices.