NEW YORK (
TheStreet) -- A week after
(AAPL - Get Report) announced its third attempt at
(GOOG) chief Eric Schmidt says
Google TV is set to go this fall.
The comments came Tuesday during Schmidt's talk at the IFA technology show in Berlin, according to
Google plans to apply its Web search system to a video management program that will play TV shows and Internet video including its own
To make it happen, Google said in May that it had partnered with
(SNE - Get Report),
develop Google TV products.
Sony and tech giant
have said they plan to include the Google TV system inside televisions, potentially eliminating the need for a separate set-top box. The move comes after Apple introduced a new version of its less-than-popular Apple TV device that promises to stream TV shows, movies and Net videos.
In trying to successfully bridge the separate domains of TV and Internet video, Apple and Google are taking direct aim at TV set-top boxmakers like
(CSCO - Get Report)
. This is a familiar path where giants like
(MSFT - Get Report)
WebTV have strived and failed.
--Written by Scott Moritz in New York.
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