After a successful debut in the U.S market, internet giant Google, in partnership with Sony, will launch their new television product in Britain towards the end of July.


The move puts Google in direct competition with Virgin Media's TiVo service, as well as major rival Apple.


With Apple’s TV box currently priced at £99, it is anticipated that Google's technological riposte will cost a minimum of £200 -  a considerably increased margin.

The NSZ-GS7 Internet Player (catchy name) uses Android programs, allowing users to browse the web, watch broadcast TV and some versions will include a Blu-Ray player. With the advent of Smart TV technologies - connecting to a range on internet services via Wi-Fi - Google have sought to take the market by the scruff of its neck, providing greater access to search, streaming and YouTube, which Google invested $1.65billion in 2006.


According to Marketing Week:
Users can operate the set-top box using a dual-sided remote control with a touch pad cursor control on one side and a full keyboard on the other. It also has a motion sensor for playing games, voice search and the option to turn any smartphone or tablet into a remote control with a free app.

Gildas Pelliet, Sony’s European head of marketing, said:

“Entertainment content is available through so many channels and sites, and Google TV helps consumers easily find what they want to watch, listen or play with the freedom of the internet and using the familiar Chrome browser.”