Google has announced Google TV, a new service which was created to integrate the Web and television experience. Google TV is set to launch in Fall 2010.

Google TV is a new experience for television that combines the TV that you already know with the freedom and power of the Internet. With Google Chrome built in, you can access all of your favorite websites and easily move between television and the web. This opens up your TV from a few hundred channels to millions of channels of entertainment across TV and the web. Your television is also no longer confined to showing just video. With the entire Internet in your living room, your TV becomes more than a TV -- it can be a photo slideshow viewer, a gaming console, a music player and much more.

The service is based off of Android and Chrome. Google is opening the Google TV platform to developers to allow them to make their own applications. Also, existing Android applications that do not require the functions of a phone will be able to run on Google TV.

Google has partnered with Intel, which is providing the Atom processor used to power Google TV. Google TV will initially be offered in standalone boxes from Logitech, as well as being integrated directly into Sony TV's and Blu-ray players. Google has also partnered with Best Buy for distribution of the service and with DISH Network to provide integration between Google TV and DVR.

Google TV is expected to be a direct competitor with Apple TV.