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Google TV to finally get the ax as Android TV takes its place

Published Oct 11th, 2013 8:55AM EDT
Android TV Launch

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It is fairly safe at this point to call Google TV a failed experiment. Google secured several partners for the service and dozens of Google TV-powered set-top boxes and smart TVs have launched over the years — but consumers never really cared. At all. One early Google TV partner went as far as to call the decision to build a Google TV box a mistake that cost the company dearly. It shouldn’t come as much of a surprise then, that Google has reportedly made the decision to call it quits with Google TV and launch a somewhat fresh new TV platform in its place.

According to a recent report from GigaOm, Google TV is on its way out. The product will be rebranded as “Android TV” — though the report notes Google’s new branding may still change — and it will pack some new features as well. Google will still rely on vendor partners to develop and launch their own devices powered by the new Android TV platform, though the recent Chromecast launch could be a good indication that Google will make its own TV play as well.

It is unclear when Android TV-powered devices might start hitting the market, though it could happen as soon as this fall. It is also unclear exactly what might make these devices any more appealing than their Google TV predecessors.

Zach Epstein
Zach Epstein Executive Editor

Zach Epstein has been the Executive Editor at BGR for more than 10 years. He manages BGR’s editorial team and ensures that best practices are adhered to. He also oversees the Ecommerce team and directs the daily flow of all content. Zach first joined BGR in 2007 as a Staff Writer covering business, technology, and entertainment.

His work has been quoted by countless top news organizations, and he was recently named one of the world's top 10 “power mobile influencers” by Forbes. Prior to BGR, Zach worked as an executive in marketing and business development with two private telcos.