Satoru Iwata explained the reasoning for this and their future plans to implement it elsewhere, with this quote.
We are currently considering offering Nintendo TVii in Japan and Europe by taking into account how people watch television in each region, and I believe I will be able to share more details in the not-so-distant future.
In this sense, many partners, including third-party publishers and non-gaming partners, as exemplified by VOD service providers, are seeing a lot of potential in Wii U, especially because it can also be used freely in the living room even if the TV is in use, and there are many possibilities, such as a shopping service or some other service that uses the internet.
Based on what Satoru Iwata said, it seems as if Nintendo is just trying to tailor their TVii app to each region, based on their needs. Hopefully they can pull it off.