Google, Intel and Sony are collaborating on a new platform currently called “Google TV”. This would likely lead to the development of set-top boxes and integrated hardware in future consumer screens to utilize the platform. Content focus would be to merge social applications, digital television, and local digital files. Additionally, the current plan is to base the platform on the Android operating system, allowing developers to quickly produce another set of open source applications for users of Google TV.

How does this measure up? A win for Sony, being a leader in entertainment technology. Intel is getting involved because the technology will be run on their Atom chips. And Google? They want to be able to leverage their advertising to take over consumer eyes sitting on their couch at home.

Personally, I believe they should drop the “TV” moniker to use a more relevant current name, like “Google Screen”. Some people might get the idea that it is specific to television, and wouldn’t provide a complete media service.

This may be another set-top box, similar to Boxee’s beautiful set-top they recently released. Apple TV? Assume this will be far superior. Time to start developing Android apps which will run on your home theater system? Yes, please.