Google's Fall TV Lineup

NEW YORK ( TheStreet) -- A week after Apple ( AAPL) announced its third attempt at Apple TV, Google ( 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 Reuters.
Google TV

Google plans to apply its Web search system to a video management program that will play TV shows and Internet video including its own YouTube offerings.

To make it happen, Google said in May that it had partnered with Sony ( SNE), Logitech ( LOGI) and Intel ( INTC) to develop Google TV products.

Sony and tech giant Samsung 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 Cisco ( CSCO) and Motorola ( MOT). This is a familiar path where giants like Microsoft's ( MSFT) WebTV have strived and failed.

--Written by Scott Moritz in New York.

>To contact this writer, click here: Scott Moritz, or email: scott.moritz@thestreet.com.

To follow Scott on Twitter, go to http://twitter.com/TheStreet_Tech.

>To send a tip, email: tips@thestreet.com.

More from Technology

Amazon, Microsoft and Google Face Backlash over ICE, Military Deals

Amazon, Microsoft and Google Face Backlash over ICE, Military Deals

As Intel Loses Its CEO, How Well Can It Compete Against Nvidia?

As Intel Loses Its CEO, How Well Can It Compete Against Nvidia?

3 Great Stock Market Sectors Millennials Should Invest In

3 Great Stock Market Sectors Millennials Should Invest In

Video: What Oprah's Content Partnership With Apple Means for the Rest of Tech

Video: What Oprah's Content Partnership With Apple Means for the Rest of Tech

3 Must Reads on the Market From TheStreet's Top Columnists

3 Must Reads on the Market From TheStreet's Top Columnists