Google TV to take on iTV in fall

This fall will bring new competition for Apple TV / iTV. Google’s CEO, Eric Schmidt, has reassured users that the company’s new service, Google TV, will be launched this fall.

Google TV will be a service that combines the television experience with the freedom offered by the internet. The service was developed in co-operation of Google, Intel, Sony and Logitech. It will consist of set top boxes and HDTVs based on the Android operating system.

This fall will bring Google TV to the American users only, the service being launched internationally next year. Google will begin to work with content providers to offer an even wider range of movies and TV shows, but will probably not get into the content providing business as a provider.

Google TV was first announced in May, during a developer conference. It was said to be a more open alternative to other set top boxes, especially Apple TV. As the service is powered by Google’s powerful search and mobile operating system, the platform will be open, offering developers the possibility to create native applications for it, as Netflix and Amazon have already done.

Google’s plans include set top boxes made by Logitech, Google TV-enabled Blu-ray players and high definition TV sets made by Sony.

Apple’s new $99 service is also going to be released this fall, so we will surely see some competition on the market.