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Google is set to be the latest high-profile entrant in the web-TV market with the launch a TV app platform based on Android, according to reports.
The search giant is expected to unveil the platform – which will allow users of web-enabled TVs and set-top boxes to download apps similar to those on mobile app platforms – to developers at its GoogleI/O conference in San Francisco this month.
Companies including Sony are reportedly in discussions with Google about using the platform.
TV apps are increasingly coming under the spotlight for traditional web brands, with Yahoo having already made significant steps into the fledgling sector.
Its TV Widgets platform is available on selected TVs from LG, Samsung, Sony and Vizio, providing apps from brands including Amazon, Blockbuster and CBS.
A Google move would pit it against Yahoo, as well as others including Intel, which is also looking to move into the space.