14 DAY TRIAL // The war for the TV is on as three of the four major TV networks in the US have blocked Google TV devices from accessing some full-length content on their websites.
ABC, CBS and NBC, the Wall Street Journal reports, are restricting access for Google TV users. The TV broadcasters have confirmed that this is happening. Fox is said to be contemplating the same move, though no decision has been made.
Google is said to be negotiating with the broadcasters for unrestricted access.
"Google TV enables access to all the Web content you already get today on your phone and PC, but it is ultimately the content owners' choice to restrict their fans from accessing their content on the platform," Google said in a statement.
Not all content is blocked, users can access the official websites and view the promotional clips. However, full episodes available for free online can't be viewed on Google TV devices.
The TV broadcasters are worried that having online content available on TVs will cannibalize regular content.
They are also using the block as a negotiating tool, trying to get some concessions from Google. For example, Disney, which owns ABC, previously asked the search company to remove links to pirated content from search results, something that Google refused.
Some media companies have optimized their websites for Google TV. Some, like CNBC even created applications that come bundled with Google TV. Others, like the three major networks, are reluctant and are instead blocking access.
Access to Hulu, the popular video portal for TV content, is also blocked on Google TV devices. Hulu, in essence a regular website, blocks other internet-enabled set-top boxes and devices like the iPad from accessing the site, instead offering the subscription based Hulu Plus as the only option.
Google is in talks with Hulu to offer the paid service on Google TV devices. The company is also negotiating for unrestricted access to the TV broadcasters' websites.