Article first published as Will Google TV Change The Way You Enjoy The Web? on Technorati
Google’s announcement this week of the launch of its Google TV service comes after several attempts - and slightly different approaches - by Apple and Microsoft to converge online video viewing with broadcast television watching. Although the company identified several partners – Intel, Sony and Logitech - who will be deploying the Google TV service on set top boxes and home entertainment hardware like Blu Ray players and Internet-connected televisions, it remains to be seen how consumers will actually experience the service.
Google’s primary objective will be to monetize the Google TV content through targeted advertising and expansion of its audience for existing online services by making video more discoverable through search. Search has been a key component of online programming guides like Clicker.com and Yahoo TV, that help aggregate television and video content from across the web. However, search behemoth Google is also the owner of You Tube, and has a lot to gain from creating more opportunities for consumers to experience video on new platforms.
How Google will facilitate the way a consumer traverses media from different sources, and the many ad networks those sources represent, is unclear largely because the service will be embedded with other solutions and services on branded game consoles and DVD players, some provided by hardware manufacturers that may have a designed a brand user interface already.
“It's too early to tell how Google TV will be received in the market, and there are many unknowns about the product including price. But Google TV's openness is key,” said Mike Pohl, CEO of Jinni, one of the Google TV partners featured in the announcement. “Developers will create the apps that will make Google TV useful and unique for consumers. Jinni, as an alliance partner, is developing a smart guide for Google TV that will be crucial for seamlessly combining web and TV content."
Clayton Morris of Foxnews.com echoed the questions of many end users who heard the announcement but didn’t yet know what to make of it. He wrote, “Will Google TV allow me to press play on an Internet episode of Lost — or will it force me to watch the broadcast version with more commercials? [Or] does that mean I can simultaneously watch UFO Hunters on The History Channel while searching the Web?”