Google teams with Intel, Sony on new TV platform

The web search giant has teamed up with Intel, Sony and Logitech to develop a new television platform that the company hopes will extend its dominance from computers and cellphones to televisions, say reports.

Tired of flipping through hundreds of cable channels to find something to watch? Google may be able to help you.

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The web search giant has teamed up with Intel, Sony and Logitech to develop a new television platform that the company hopes will extend its dominance from computers and cellphones to televisions, The New York Times and Wall Street Journal reported on Wednesday.

The reports said that the Google service will run on set-top boxes or built-in TV hardware that uses Intel's energy-efficient Atom processors, Google's Android operating system and remote controls developed by Logitech.

The open-source Google TV platform will be open to third-party developers to write their own plug-ins, as they have for the Android platform, the paper reported. Sony is hoping build the new service into its TV sets in a move that could help it gain against increasingly fierce competition from Samsung and others, the reports said.