Google TV implies competition with Apple TV, but not really


Google Thursday announced its foray into the living room. As most gadget geeks, home theater is another money pit so we were keen to see where Google is heading.

The details are a bit shallow on day one, so some assumptions and speculation here. It appears Google TV is essentially a middle man for the entertainment center. Sony pledged to build it into TVs and Bluray players, and Logitech showed off a set-top box. These devices were advertised as powered by Intel's Atom mobile processors. Google TV will basically apply a layer over your television programming, which of course will incorporate advertising. It will be interesting to see how those ads are displayed. We'd hope Google isn't planning on overlaying ads during programming as that is some tempting fruit. It will also be interesting to see if the networks and cable/dish companies react to Google overriding their systems and obstructing their own ads.

For content, you will be able to search and browse your TV lineup, in addition to Internet offerings from Netflix, Amazon, YouTube, and perhaps Hulu. Hulu will be interesting because it's locked into agreements with its content partners that firewall off the living room. So if Hulu does emerge, it may be as a paid service, which may temper some enthusiasm. In addition to content, we can expect to see Android apps doing anything but phone calls, or maybe that too.

Google TV's success largely if not entirely involves interfacing with cable or dish boxes. If Google TV is going to commandeer your channel guide and DVR/box UI, it better do it well. Dish Network was on hand and promised support for a set-top box, which sounds interesting, but it looks like everything is done via the IR blaster route. That frankly complicates an already flaky cable box scene. If a Google TV box integrated CableCards or SDV, or even branded cable company boxes, thing could get really interesting. Perhaps top it off with local or network storage and DVR functions. Otherwise, Google TV looks more like a ringleader trying to wrangle devices that may not want to play together rather than a true TV/Web Hub.

The Competition

Upon reading about Google TV, the first thing that came to mind was TiVo Premiere, not Apple TV. TiVo Premier is a full fledged DVR with ATSC tuner and CableCard support. It too brings in Netflix, Amazon, YouTube, and other Web media. More is likely to come after the company is finished furiously fixing is half-baked new UI. TiVo works pretty well in a non-intrusive way, linking broadcast/cable programming to Web content, in addition to Swivel Search similar to what Google demoed. When it comes to TV UI, TiVo has been the king for a decade+. In addition to all this, TiVo is a networked media tank which can serve content to other TiVos or PCs, and can also upload or stream your video, pictures, music from a PC. As it stands, TiVo Premiere still sounds pretty good.

When it comes to Apple TV, Google TV is pretty far apart. Apple TV is essentially a living room satellite for iTunes and the iTunes Store. For people who want to have such an easy to use link in the living room, Google TV doesn't really seem to change the calculus. Frankly Google TV shouldn't make Apple change its plans. Google TV is at the end of a long list of streaming media boxes announced recently from Roku, Boxee, Popcorn Hour, Dune, and TiVo among several other less known players. They all essentially bring streaming media into the living room even though they lack the cachet of Google. Apple certainly recognized these development before Google TV came along.

The Future

Google TV certainly has some mass-market appeal and we'll watch the details unfold between now and its announced release in fall. Likely if Apple TV remains stagnant, it will only see use by power iTunes users. It may be argued, however, other than impulse buyers that about describes Apple TV buyers and users anyway.

Apple could quickly turn the tables by re-releasing Apple TV as an iPhone OS device. Apple TV would essentially become an instant gaming console. It would also have ample streaming video content courtesy of the iPad revolution, both from HTML5 Websites and apps like ABC, Boxee, Netflix, and perhaps Hulu. And that's just to start with no telling where iPhone OS developers may run once in the living room.

Perhaps Apple has just been waiting for a mobile CPU powerful enough for Apple TV 2, and perhaps the A4 or its successor is it...