Google TV Tunes To Turner, HBO, CNBC, Netflix And Others

Google has queued up cable programmers and content partners -- including Turner Broadcasting System, HBO, CNBC, Netflix, Amazon.com and the National Basketball Association -- in the hopes of providing more compelling reasons for consumers to buy products built on its Google TV software. But rather than providing grist for the "cord-cutting" mill, the Google TV content partnerships largely appear supplemental to cable TV services.

Indeed, in HBO's case, a pay-TV subscription will be necessary to access the premium programmer's HBO Go service through a Google-based device, while the CNBC and NBA applications are designed to be used while watching live TV. The ambitious Google TV project requires consumers to purchase a separate Internet set-top box or a new TV, promising a way to combine conventional TV with Web content, YouTube clips and other video, games and applications into "a single, seamless entertainment experience." Analysts have expressed skepticism that Google TV will achieve widespread adoption anytime soon, if ever, given a variety of business and technology challenges.