Google Get Ready To Launch Smart TV Software
On tv tonight is Google
Google along with partners Sony, Logitech and Intel are set to launch their internet TV software to developers at a conference in San Fransisco this week. The projects called Smart TV is a software platform that will be built into hardware such as Blu-ray players tv sets and set-top boxes, allowing the viewer to seamlessly watch tv and browse the internet through a single platform.
Although a date for releasing the first smart tv running hardware is undisclosed, the software and development kit is being released to developers in the hope they will create apps and other software ready for launch.
“The revolution we’re about to go through is the biggest single change in television since it went color,” Intel Chief Executive Paul Otellini told analysts last week.
Google is joining a long list of companies jumping aboard the online tv bandwagon. Earlier this year at the CES Show in Las Vegas, manufacturers displayed a plethora of televisions, Blu-ray players and set-top boxes with Internet services, including online photo delivery, music streaming, news reports, weather forecasts and stock quotes. Yahoo with its tv widgets was one of the first technology companies to make Internet sites such as Facebook and Twitter vailable on TV.
However the idea has not yet taken off, partly because of the limitations of the services. The Apple Tv set-top box for instance, enables users to buy and rent movies and TV shows, but not much more in the way of Internet-delivered features. “Apple TV as done well in the category of devices that bridge TVs to the Internet,” said Ross Rubin of NPD Group. “That has historically been a small category.”
Although Google isn’t sharing details of Smart TV before Thursday’s event, analysts nonetheless think this venture has a shot at success because of the power of both Google and the partnerships they have formed.
“Google making an announcement on its own is one thing,” said James McQuivey, media analyst with Forrester Research. “Making it with Sony is considerably different. “It lends a lot of credibility that Google might power the TV of the future.”
With more than 1 million sets with a built-in Internet connection already purchased, and an additional 10 million likely to be sold by 2011, McQuivey said, Google sees an opportunity to extend its operating system that now powers Android phones, inexpensive netbook laptops and tablet computers. “The potential impact of reaching people when they’re fully engaged by a 52-inch TV,” McQuivey said, “and having that sponsored by advertising, that’s very powerful.”
McQuivey predicts that Google will seek to control how viewers navigate the content that appears on their TVs, whether watching a quirky amateur video on Google’s YouTube site, an episode of the CBS show “CSI: Miami” or an on-demand movie provided by Amazon.com. Putting its software inside televisions and set-top boxes could open up a new world of opportunities for Google to extend its wildly profitable advertising and search businesses.
Eventually the companies will use data from set-top boxes to target relevant advertising groups just like Google does on the web. TV advertising is a lucrative business, with brands spending $60.4 billion last year to promote products and services, Kantar Media estimates. Google has already been testing a search service that helps consumers find the shows they want to watch on Dish Network.
“No one else is in a position to do that at the scale Google is,” McQuivey said. “That’s why this matters. Eventually you will log in with that TV, it can target ads to you. That’s an interactive advertiser’s dream, and it’s the kind of thing the cable industry has been promising for years. Google is essentially trying to end-run them.”
One of the companies involved in the Smart TV effort, Sony, has a lot to gain if the product is a success. Sony might be one of the most recognizable names in consumer electronics, but it ranks third in the television market, having lost share to Samsung Electronics Co. and LG Electronics Inc.
As with all things that Google invest in, you can be sure their product will be groundbreaking and give the internet tv market a final push to full acceptance by the public.
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There are 16 companies building this same technology, Google is just the most well known at this time.
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