Google is all set to challenge itself and create a new niche for them. They keep creating a new benchmark for themselves all the time.

Google in its latest initiative has got into alliance with Intel and Sony to develop Google TV. It is a brave move to put together its Android software into TVs along with Blu-Ray players, and a Google TV-top box which is better known as a “Buddy Box”. It is beyond doubt that it is an attempt by Google to compete with the Apple TV.

However Apple is not the only competitor that Google TV is posing itself against. There are quite a few competitors apart from Apple. Google’s initiative will in many ways will revolutionise the industries of cable and broadcast television. It is an endeavour that shall redefine the way we watched television thus far. It is going to integrate internet with television in a way that has never been witnessed till date in the digital world.

In their announcement at the launch Google proclaimed, “With Google TV, consumers will now be able to search and watch an expanded universe of Content available from a variety of sources including TV providers, the Web, their personal Content libraries, and Mobile Applications. The Google TV experience is complemented by the ability to watch streaming video from leading content Platforms, including Netflix, Amazon Video OnDemand, and YouTube. Google TV will also have the capability to run apps from the Android Market.”

The advent of Google TV might prove to be a momentous progress not only in the world of Entertainment but also in Advertising. It would provide a challenge to the Content providers and the Mobile Marketers to rise to the occasion and adopt new techniques to cater to the enormous number of consumer using Google TV.