At the Google I/O developer conference in San Francisco, industry leaders announced the development of new “Google TV”. This application has emerged as a new dimension in the television viewing experience that adds the power of web to your television sets. Although it is known as Google TV, is actually a joint venture of Google, Intel and Sony to develop a new Internet enabled “Smart TV” platform.

Details on this new technology have not been disclosed, which will be employed on set top boxes, TVs and other necessary devices. Sources have stated that it will be powered by Google’s Android operating system and run on a renewed version of Intel’s Atom chip, while Sony is put down for illuminating the plan to combine web services into its televisions.

This Smart TV is about to bring a revolutionary change in this competitive market of televisions, specially for Sony which is currently facing a half billion dollars loss in its consumer products and devices division due to the pricing pressure on its Bravia LCD televisions. At the same time, Sony is also offering support to assure the solid growth of this new platform. They are planning to introduce the first model in the U.S. market in the fall 2010. According to Howard Stringer, Chairman, President and CEO, Sony Corporation: Our company is happy about this unique alignment of Android platform with Sony’s incomparable capability in the field of TV design and technology.

It is assumed that a TV model, set top box type unit with an integrated Blu-Ray disc drive will be assembled together in the Google TV. The set top boxes and Blu-Ray players with Google TV technology will be sold separately as well. The set top boxes are manufactured by Logitech. Logitech also plans to manufacture an HDTV camera for video chat on Google TV, as well as other peripheral devices i.e. remote control software for Smartphone etc. It is also mentioned that normal TVs connected to a Google box will also let people to access the web and download applications.

Intel is playing a vital role on this whole project as they are providing both silicon and software to the Internet enabled TV project, something they have been working for quite a long time. The Intel Atom CE4100 processor will power both the Sony and Logitech devices. During the company’s annual conference with analysts and financiers, CEO, Paul Otellini advertized the ability of these microprocessors to make smart TVs, stating that the television revolution is going to get through the biggest single change in television since it went color. Experts believe that Intel is going to be benefited by this project to a large extent as it is considering expanding its marketing goal beyond personal computers. Although some of the experts are also considering the Intel’s previous history of not doing well outside their core market.

Smart TV project will also provide huge opportunity to the developers as Google announced that Google TV software development kit (SDK) and web APIs for TV would be soon released. It will encourage the developers to create unique applications for this Smart TVs.