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?

Of course the Manufacturer knows what IR codes each set uses, however when YOU contact the Manufacturer do you really think you are speaking to the R&D Dept responsible?
And then You want to go a level deeper and ask for Discrete IR codes, these may not even be implemented on your device.
If you were able to speak to the correct Dept then maybe you would get what you are looking for, but speaking to someone on the 'helpdesk' is probably not going to result in much.
What TV do you have?
What Remote do you have?

You have the situation reversed. I am not calling a helpdesk to ask for codes. I am trying to direct a small TV mfr to go learn where therir codes came from ad proactively manage them. However, I myself do not understand how they are initially generated - is it the mfr coordinates the chipset chosen to the A/D board made/purchased and the remote control mfr so they all use the same code set? Or does one of them produce a codeset the TV mfr just 'accepts'? Or some other scenario.
My TV supplier does nto know where/how he can get or next model create the proper codes.
I'm trying to direct him.

It would be managed in the television's firmware. So, whoever wrote that would manage what code format the set accepts, exactly what commands are accepted, and so forth. The remote can't ask for what the set won't accept. But the set can accept way more than the buttons on a remote.

Most "small" companies that don't have their own proprietary code format end up using something like NEC format, and it's important that those are managed properly - in these situations it's easy for completely different devices to respond to each other's codes, and when it happens it's a support nightmare.

Also, I've seen very poor implementations of IR code analysis/rejection before. For example, I once had a Pansat DSS receiver that would respond to *any* NEC format code. It only performed operations for the device/function it was programmed to accept, but when it saw absolutely any other valid NEC code... it would repeat whatever the last valid command was. As you can guess, that's not at all good!

So if I can get the TV supplier to talk with his A/D board supplier they should know exactly what codes are in that board's firmware today.
And hence the TV supplier would have either told his remote control supplier what codes to use, or he took the remote control suppliers set of codes and gave them to the board supplier to use. And to change them, he can have discreet codes specifically added to the firmware and we can update boards to that new firmware and resolve some of the missing discreet codes - all without changing the codes used by the remote control buttons. Is that your understanding how it would work?

...Should be. If the set is designed to be flash updateable, this could be very easy.

For example, around 2005-2008 Philips had an issue where almost every new television lacked any sort of discrete codes, or would only respond to some of them. I owned such a set. In every instance, the problem was resolved by a user USB-based update to the latest version of the firmware.