If you want to know about GoogleTV, this is the place to find out what it is.  There seems to be great confusion about what GoogleTV actually is, so I thought I'd write about it so others could benefit.

So what is GoogleTV?  In order to better explain what GoogleTV is, it is important to understand what it is not.  GoogleTV is not:

• A replacement for any current hardware in the home;
• A device;
  
• A way to watch Blu-Ray movies;
• A way to tune cable and satellite channels;
• A way to record content, commonly known as a DVR;
• A way to distribute sound;
• Designed to replace the personal computer.

Instead, GoogleTV is:

• A software platform which connects the television to local and wide-area networks, including the internet;
• A method for the home user to access remote content seamlessly while simultaneously accessing the content they are accustomed to viewing on the television screen;
• A method for content creators to deliver their content to the home user.

Google has partnered with various companies to ensure products are available for the consumer that will make finding and discovering remote content as simple as possible.  The following are examples of hardware we can expect to see on the market:

• Television sets with GoogleTV embedded in the firmware;
• Cable and satellite set-top boxes with GoogleTV embedded in the firmware;
• Blu-Ray players with GoogleTV embedded in the firmware;
• Smartphones/PDA's with GoogleTV support;
• Personal/handheld digital media players with GoogleTV support;
  
• Stand-alone GoogleTV boxes;
• Peripherals, such as wireless mice and keyboards designed specifically to work with GoogleTV.

As you can see, the GoogleTV software is designed to work with, not replace, the types of hardware in your home.  All of the hardware in the home has a core function.  Whatever the core function of the device, the device must be used for the purpose it is designed for.  GoogleTV will not be able to change that.  GoogleTV will not enable you to add a Blu-Ray drive to your television.  You will need to purchase an independent Blu-Ray player.  A GoogleTV enabled television will not let you avoid purchasing a multichannel audio receiver for the presentation of multichannel audio (with the exception of any speakers or sound processing capabilities already built into the television).  Simply put, GoogleTV is only the software platform used by the hardware.  Any hardware specific functions must be enabled in the device by the hardware manufacturer.  Software, including GoogleTV, cannot add a hardware function to a device if the hardware function is not built into the device.  However, software may be used to enhance a hardware feature that is already present.

The core concept of GoogleTV is centered around they way many of us get our content.  More people throughout the world are turning to the internet as a source of their content.  People are discovering more and more content is available on the internet, and most of that content is available when it is convenient for the consumer.  The problem is, this content is usually viewed on devices that are designed to access web based content...specifically computers and web-enabled phones.  The screens are small, and it's hard to make web-content the center-stage on such small screens.  The primary viewing screen in the home still remains the television.  However, there is no device on the market today which brings all of the web's content to that screen (except of course, connecting a personal computer to the television, something that is not yet mainstream).  Even with today's web-enabled TV's and Blu-Ray players, users are restricted to a handful of sources for content.  We have devices that allow access to Netflix, Amazon Video-on-Demand, Picasa, YouTube, and other similar sources of content.  We even have devices with access to local news and weather information.  However, all of these devices still restrict the amount of content that is available for the consumer to access, and this restriction is set by the device manufacturer.  This is where GoogleTV comes in.  GoogleTV allows the consumer (that would be you) to have unlimited access to content, provided you purchase a device that contains the GoogleTV platform.  Previously, the granting of access rights to content has been done by the manufacturers.  With GoogleTV, the access rights are now controlled by the content creators themselves.  No longer will you have to say "I can't access Netflix streaming services because I don't have a Netflix capable device in my home.  My device manufacturer partnered with Amazon Video-on-Demand instead."  Instead, both Amazon and Netflix will be able to create a GoogleTV application that will work with ALL GoogleTV enabled devices.

So far, GoogleTV sounds like a great thing, right?  Well here are the possible side affects and negative points of GoogleTV:

• As it stands now, GoogleTV devices can only be purchased at BestBuy, which will likely cause BestBuy to benefit from sales where other retailers cannot;
  
• GoogleTV is only available if a consumer purchases a device that includes GoogleTV in the firmware.  This means if you want to buy a TV with GoogleTV capabilities, you will need to purchase from one or more specific manufacturers, thereby limiting your selection;
  
• This will likely result in GoogleTV being used as a major selling point and could possibly raise prices of these devices compared to devices with similar core functionality that do not include GoogleTV;
• Plans are to have a stand-alone device for sale so consumers are not bound to purchasing specific televisions or Blu-Ray players;
  
• GoogleTV is a method for delivering content, including advertisements.  Since Google's primary source of income is from advertising revenue, GoogleTV users should expect to see advertisements included in most, if not all, content;
• Because GoogleTV is meant to marry the traditional method of viewing content on the TV (over-the-air, cable, satellite, and digital disk) with the web, GoogleTV will be able to interact with the end user while the end users is viewing such content.  This will allow the presentation of content in addition to what was already being viewed, such as additional advertising, which could take away from the user's desired experience;
• As with all other Google products, user's habits can be tracked.  Google will be able to closely monitor what content is being viewed and who is viewing it, and be able to customize the user experience based on this information;
  
• When GoogleTV is used on devices that can interact with the traditional over-the-air, cable, and satellite devices, this will effectively replace our current standard of tracking, the Nielsen ratings, and if GoogleTV takes off and has a large enough audience, will probably put Nielsen Media Research out of business (or at least severely impact their operations);
• Users should expect targeted advertising, so if you watch questionable content that your spouse/significant other is not aware of, expect them to see the advertisements related to such questionable content;
• Because GoogleTV is open source, and because Google is allowing third-party application development, there will be the risk that someone will attempt to use GoogleTV as a way to harm users;  We could possibly see malware-ridden applications or advertisements, and while this is not likely, it is always a possibility.
  

While the above things may seem very negative, there are many good points to GoogleTV.  Some of these good points are:

• Users will be able to access additional content on their television screen which would normally require the use of a separate viewing device;
• Advertisers will be able to extend their reach into the home;
• Content creators will have a single platform for content distribution;
• Google will (hopefully, in their eyes) be able to profit from the project, thereby growing their business and allowing them to expand into other markets;
• As GoogleTV application development increases, and as GoogleTV enabled products appear in more and more homes, competition will be created in the content-delivery market;
• We can expect cable, satellite, and television networks to increase the amount of content available on the web;
• It is important to note that GoogleTV itself does not compete with any hardware device.  GoogleTV is simply a gateway that opens up competition between other entities.  GoogleTV does not compete with devices such as personal computers, and personal computers are devices with a different core function altogether.  However, GoogleTV enabled devices compete with traditional devices in their same category.  A GoogleTV enabled television will compete with other televisions.  A cable/satellite operator that incorporates GoogleTV into their hardware will compete with other service providers that do not.  GoogleTV stand-alone boxes will compete against other similar devices, such as the Roku Netflix player (should Netflix choose to make a GoogleTV application), but will not compete with devices such as the AppleTV.  The AppleTV is a hardware device that Apple requires a user to have in order to receive services that compete with Netflix, Amazon, Blockbuster, and other companies that offer web-based content for a fee;
  
• Users will experience seamless integration of content from various sources, which makes the end-user experience more enjoyable;
  
• Just like other Google services, the ability to marry web content with traditional content should remain free to the end user, with advertisers supporting the cost of the services.
  

Other companies have tried to marry the TV experience with the web experience, and all have failed.  However, these companies tried to do it before there was such a high demand for web content.  More recently, we have seen devices on the market that bring additional content to the home in the form of a separate source.  Google has decided that having a separate source is not the way to go, as it does not allow for true integration of web content with traditional television content.  Instead, Google has decided that the web content needs to be just as accessible as the traditional content, and users should not be restricted to what content they can see, provided that such content is available.

It's hard to say if GoogleTV will be successful.  GoogleTV may or may not be right for you.  There's one thing we can all be sure of:  Google is an ever expanding company that has set its sights on a new place to have a presence, and that's exactly where the company wants to be.

Very well written post.

I guess we will find out the new standard for "seamlessly". Q.

ChiWax

I guess we will find out the new standard for "seamlessly". Q.

 

It remains to be seen if Google uses the same dictionary as the rest of us.

richard1980

ChiWax

I guess we will find out the new standard for "seamlessly". Q.

 

It remains to be seen if Google uses the same dictionary as the rest of us.

I think this is as gimmicky approach by google but I don't blame them for how daunting a task it appears to be. What frustrates me so much is that Microsoft really should be leading the way on this one. Microsoft could have their own solution to this that also offers DVR and family gaming. Xbox Lite w/ a tuner?

Very well-written post. However, I'd like to disagree or at least comment on this:

richard1980

GoogleTV is a method for delivering content, including advertisements. Since Google's primary source of income is from advertising revenue, GoogleTV users should expect to see advertisements included in most, if not all, content;

While Google started with search and advertisements, I believe it's safe to say they've moved far beyond it. A lot of people have a misconception that Google TV will be ridden with ads. Personally, I think you'll encounter less ads while using Google TV than you do on traditional TV. An hour broadcast on traditional TV includes ~15 minutes of commercials. In contrast the same broadcast on the internet might present less than half of that. Furthermore, Google TV won't include any more ads than an application, web site, or video ALREADY has. Just look at Android (which Google TV is built on). You see apps in applications, content and web sites only. Android itself isn't flooded with a single advertisement. Sure, developers could put a nice ad on your phone dialer to make some cash, but they don't because it's distasteful and would drive away people to use another Android phone. Google and developers will treat Google TV the same way.

With Microsoft recently starting to embed Windows 7 Media Center on devices, I doubt it'll be long before we see them get into this same set top box, TV, etc internet TV market. They already have their name well known by a pretty good fan base of WMC, Windows and Xbox users when it comes to home media streaming. Google TV and us all need the competition.

capitalf

With Microsoft recently starting to embed Windows 7 Media Center on devices, I doubt it'll be long before we see them get into this same set top box, TV, etc internet TV market. They already have their name well known by a pretty good fan base of WMC, Windows and Xbox users when it comes to home media streaming. Google TV and us all need the competition.

If only 500Gb ssd were cheaper! If they were MS could build a reasonably powerfull box with DVR storage. It could be a very quiet box with everything that google and the new Apple TV were offering and more. Including iTunes support etc. Q.

capitalf

Very well-written post. However, I'd like to disagree or at least comment on this:

richard1980

GoogleTV is a method for delivering content, including advertisements. Since Google's primary source of income is from advertising revenue, GoogleTV users should expect to see advertisements included in most, if not all, content;

While Google started with search and advertisements, I believe it's safe to say they've moved far beyond it. A lot of people have a misconception that Google TV will be ridden with ads. Personally, I think you'll encounter less ads while using Google TV than you do on traditional TV. An hour broadcast on traditional TV includes ~15 minutes of commercials. In contrast the same broadcast on the internet might present less than half of that. Furthermore, Google TV won't include any more ads than an application, web site, or video ALREADY has. Just look at Android (which Google TV is built on). You see apps in applications, content and web sites only. Android itself isn't flooded with a single advertisement. Sure, developers could put a nice ad on your phone dialer to make some cash, but they don't because it's distasteful and would drive away people to use another Android phone. Google and developers will treat Google TV the same way.

 

You may find the following article interesting:  http://www.businessweek.com/technology/content/may2010/tc20100523_438614.htm.  If what the article says is true, advertisers seem to be in love with GoogleTV.  Since Google is expecting to earn revenue from GoogleTV (that's what the article says), and this article has the Google CEO talking about how GoogleTV will allow for targeted advertising, I have to put two and two together and come up with the answer that Google's revenue source will be from selling targeted advertisements.  However, the exact implementation remains a mystery at this time.  Google has already been involved in the television ad industry, with their service Google TV Ads (http://www.google.com/tvads), so I don't think it's unreasonable to expect to see an interactive advertisement for a Hershey's candy bar in the middle of an episode of Law & Order on NBC.  Not only would NBC receive money from Hershey's for running the regular commercial, but Google would then benefit from the interactive portion of the ad.  While it would technically be possible for Google to offer advertisements at the exact same time content is being watched, I don't think they will allow it.  The developer's site for GoogleTV states "Don't interrupt when users are watching TV. Instead, make the viewing experience better."  I don't understand what they really mean by "make the viewing experience better", but to me "Don't interrupt when users are watching TV" means don't do anything that will impact the user when TV is being watched, including showing them advertisements.  However, the statement could be construed to mean "Don't display additional content on top of the content the user is trying to view", meaning the viewing area could be reduced to allow for advertising in the borders.  This is especially beneficial to web-based content, as most web-based content is of lower quality and benefits from being shown in a smaller viewing space.  Have you ever tried to watch SD YouTube videos on a 65-inch plasma TV?  They don't look very good.  Scaling the video size down would not only make the video appear to look better, but more screen space would be available for other content, which content providers (or even Google) could use for advertising purposes.  Some people may think this makes the overall viewing experience better.  GoogleTV gives advertisers the potential to earn a lot of money, and advertisers have historically paid lots of money for that potential.

I don't know if we will see any more advertising with GoogleTV.  With Google being so secretive, it's really hard to say.  I would like to think that we wouldn't, but you never know.  If anything, I think it's safe to say we won't be seeing any less.

First off, thanks for the overview and a very well written one at that, but...

You keep saying it isn't this and it isn't this, etc...  It doesn't replace existing hardware.  Well neither does a Windows 7 CD.  It is just software.  It depends on what you do with it.

It is a platform and it is extendible and can be embedded in all sorts of devices.  I don't see why someone couldn't build a blu-ray player with digital tuners using the Google TV platform.  Such a device could effectively replace my HTPC (except for MyMovies, but that could change... maybe?) and it would have added functionality provided by third-party developers.

What I don't see is BYOD type sistuation we have with Windows Media Center.  Or at least it won't be supported.  But no reason it couldn't be ported, but drivers would likely be the limiting factor.

I still don't understand why Microsoft hasn't pushed its media center as a platform for device manufacturers, content providers and third-party developers using Windows 7 embedded.  I might give Balmer a call and see if he needs some help getting that going!  There is serious opportunity in this marketplace and it is just waiting for someone to capture it.  For advertising it is has huge potential and Google seems to see that and is going after it.

3vian

3vian

First off, thanks for the overview and a very well written one at that, but...

You keep saying it isn't this and it isn't this, etc...  It doesn't replace existing hardware.  Well neither does a Windows 7 CD.  It is just software.  It depends on what you do with it.

It is a platform and it is extendible and can be embedded in all sorts of devices.  I don't see why someone couldn't build a blu-ray player with digital tuners using the Google TV platform.  Such a device could effectively replace my HTPC (except for MyMovies, but that could change... maybe?) and it would have added functionality provided by third-party developers.

What I don't see is BYOD type sistuation we have with Windows Media Center.  Or at least it won't be supported.  But no reason it couldn't be ported, but drivers would likely be the limiting factor.

I still don't understand why Microsoft hasn't pushed its media center as a platform for device manufacturers, content providers and third-party developers using Windows 7 embedded.  I might give Balmer a call and see if he needs some help getting that going!  There is serious opportunity in this marketplace and it is just waiting for someone to capture it.  For advertising it is has huge potential and Google seems to see that and is going after it.

3vian

GoogleTV is no different than the firmware we currently find on Blu-Ray players, in the sense that it's just a piece of software.  In order for GoogleTV to be installed on a device that is both a Blu-Ray player and a TV tuner, there must first exist a device that is a Blu-Ray player and TV tuner.  GoogleTV doesn't change anything.  GoogleTV doesn't make the process of building such a device any easier.  No app developer will be able to make it any easier to accomplish such a build.  Before the app developer can do anything, they must first have hardware to develop around.

3vian

I don't see why someone couldn't build a blu-ray player with digital tuners using the Google TV platform.

You can't use the GoogleTV platform to develop the hardware...you incorporate GoogleTV into your current hardware.  Substitute the word "computer" in place of "Blu-Ray player", the words "a printer" for "digital tuners" and "Windows Media Center" for "the GoogleTV platform".  Now how does your statement read?  "I don't see why someone couldn't build a computer with a printer using Windows Media Center".  While building a computer that houses a printer may technically be possible, Windows Media Center is not what makes it happen.  You build the hardware first, then choose a software platform (read "firmware") for running that hardware.  If you want Windows Media Center, you choose a platform that includes Windows Media Center.  If you want a certain hardware component to be accessible via Windows Media Center, you have to find a way to connect the hardware to the user.  This is done by developing an application for the OS to connect to the hardware (think "driver"), then an application is created for WMC that performs two functions.  First, it connects the driver to WMC, then it connects WMC to the user.  The same concept applies to GoogleTV.

So it's going to take three pieces and three connections to solve the puzzle.  The three pieces are:  A piece of hardware; an app that runs in Android; and finally, an app that runs in GoogleTV.  The connectors are:  Hardware-to-Android; Android-to-GoogleTV; and GoogleTV-to-user.  However, Google is not planning to allow that ability in the beginning.  Here are some questions Google has answered in the developer FAQ:

Q. Will there be Android Market on Google TV? When will it be available
A. Android market would be available on Google TV in early 2011. We will have more information to share about Android Market and an SDK add-on a few months after the first Google TV devices hit shelves this fall.

Q. Can I install Android applications from a URL? (since there is no Android Market)
A. Application downloads will not be officially supported. Only pre-installed applications will be available at initial product launch.

Q. Will my existing Android apps work on Google TV?
A. After we make Android Market available, your applications will work on Google TV unless they require a hardware or software feature not supported by Google TV. However, we hope developers will optimize their applications for TV to tap into the opportunities provided by a big screen and TV content.

Q. Can I download Google TV? When will it be open sourced?
A. No, Google TV is only available pre-installed on Sony TVs and blu-ray players, as well as Logitech companion boxes. We are working hard to open source the code for the Google TV project, and hope to release the source code next year.

I think it's easy to see that GoogleTV is broken into two developer groups.  First, there are the web developers...people that own internet-based content that gets presented to GoogleTV users.  Then we have Android developers, where hardware specific functions are used.  It appears GoogleTV will initially have a handful of Android apps provided by Google, but the bulk of the GoogleTV applications are going to end up coming from web developers.  Until an app developer has access to both the Android source code (already possible) and the GoogleTV source code, development of hardware specific applications will not be possible.

What this all tells me is GoogleTV will initially ship designed to work with select Sony and Logitech hardware.  If Sony or Logitech does not incorporate a specific hardware capability, then such a capability will not be possible.  However, Android is already open source, and GoogleTV is expected to go open source as well.  Therefore, hardware manufacturers can begin working on the hardware-to-Android connection now, and once GoogleTV goes open source, can then work on a way to finish the chain from hardware to user.  However, the key thing to remember is, GoogleTV isn't what give you the hardware capabilities...it's the hardware itself that does.  If a manufacturer doesn't include a digital tuner in their Blu-Ray player, GoogleTV isn't going to help you do that.

Also, the reason I explain what GoogleTV cannot do is because there are a lot of people asking "Can GoogleTV do this, can GoogleTV do that".  There's a common misconception on TGB that GoogleTV somehow makes it possible to change the hardware configuration of a device,  like add a TV tuner to a Blu-Ray player.  Essentially, people are asking "Will the firmware on my TV will let me add a refrigerator to my TV?".  Well, it may allow you to control a refrigerator if the TV already comes with refrigerator in it, but it only allows you to interact with the refrigerator, not add one to your TV.  If your TV doesn't come with a refrigerator built in, it at least needs to have a port or hole or some other way to add a refrigerator before the firmware can interact with it.

3vian

I still don't understand why Microsoft hasn't pushed its media center as a platform for device manufacturers, content providers and third-party developers using Windows 7 embedded.  I might give Balmer a call and see if he needs some help getting that going!  There is serious opportunity in this marketplace and it is just waiting for someone to capture it.  For advertising it is has huge potential and Google seems to see that and is going after it.

I don't think this would be a wise move at this time.  First, WMC is centered around it's DVR capabilities and playing local content.  It's only recently that we've seen internet accessible content built into WMC.  Second, Windows 7 embedded does not support CableCARD.  I don't see much market potential for an embedded DVR device to receive a handful of digital channels and some less-than-ideal-quality analog channels.  Perhaps such an idea would be successful in places that have better reception options, but in the United States I don't see the market.  As a customer, I can pick up a TV tuner for my computer for next to nothing, and since I already have Windows 7, WMC, and a hard drive, there's really no need to spend more than maybe $100 on the solution...all I need is a TV tuner and a cable to connect the computer to my TV.  Windows 7 embedded devices are likely to cost much more than that.  For someone that doesn't already have a computer, an embedded solution would probably be a good thing, but the truth is, most of us already have a computer...a second computer is not necessary.  Third, I would not purchase Windows, nor pay extra to get WMC, and then have to put up with advertising.  I expect something like that out of a free program like MythTV, but not WMC.  If MS starts something like that, they can forget about me as a WMC customer.  I'll pay for the alternative.

Awesome post.

Here's an interesting link from Engadget, showing what appears to be a Sony Internet TV Box of some sort.  Engadget thinks this could possibly be a GoogleTV device, although Google has only released Logitech's name as a manufacturer of such a device.

http://www.engadget.com/2010/06/01/sony-internet-tv-box-for-google-tv-revealed-by-the-fcc/

3vian

I don't see why someone couldn't build a blu-ray player with digital tuners using the Google TV platform.

 

Ask and you shall receive...minus the GoogleTV part.

http://www.engadget.com/2010/06/02/sharp-plunges-headfirst-into-3d-market-with-lv-series-quattron-t/

Looks like Google has more plans than search result domination.

http://www.engadget.com/2010/08/29/youtube-courting-hollywood-for-pay-per-view-movie-service-by-end/