14 DAY TRIAL // More details are coming out on the rumored Google TV offering. It looks like Google is trying hard not to threaten TV and cable providers and is doing all it can avoid competing with them. This makes a lot of sense: a Google TV device which played online video along with the regular TV channels could prove disruptive for the entire cable and satellite industry. However, if the negotiations go haywire, the company is prepared to go at it alone by selling the device itself in the retail channel, like it does with the Google Nexus One smartphone.
VideoNuze has dug up some info on Google TV, first rumored last week but that hasn't been given any official confirmation, not that anyone was expecting one. One interesting detail is that Google TV is designed to hook up to your TV through your existing set-top box by plugging into the device's HDMI input port. This is practical for the user, who isn't forced to manually switch cables to go from Google TV to the cable operators’ set-top box and back.
But the bigger reason behind this is to show operators that Google is trying to work with them not against them, and doesn't plan to compete with their offerings. How successful this will prove remains to be seen but traditional cable operators have every reason to fear the search giant especially since they don't even like the web all that much.
And fact is, Google will be competing with cable networks whether it wants to or not. It doesn't really care about TV but it does care about bringing as many ads to as many screens as possible. It has been expanding aggressively in the mobile space and the CE space looks enticing too. So much so that Google is determined to bring its platform to TV screens with the cable operators' approval or not. In the latter case, it plans to sell the devices for about $299 a pop, a very competitive price for what will be delivered.