If the TV brand manufacturer doesn't know it's own discreet codes (only what is in it's remote control buttons), where are the codes developed/set at - the TV chipset brand with a standard set to convert to? the remote control supplier who sets the codes in the remote and gives a discreet set with it? The A/D board maker who loads an IR set in firmware the chipset uses and so the remote control supplier has to follow?

Who ACTUALLY sets the codes used by a TV to control it (whether from the remote control itself or as discreet codes)?
How does a TV get it's codes set that controls itself?