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	June 7, 2010 Why Google TV Is Bigger Than You Think How TV Will Finally Become Interactive, At Scale by James L. McQuivey, Ph.D. with Mark Mulligan, Annie E. Corbett

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Executive Summary

Google made significant noise when it recently announced Google TV, the search giant's most recent attempt to influence the future of the TV experience. The news itself was overly complex, and Google failed to reduce it to its most powerful properties. That said, we believe that Google TV matters in a way that prior (failed) attempts to merge computing and TV viewing didn't. By offering the first solution that can entice manufacturers, developers, and viewers alike, Google accelerates — and benefits handsomely from — the collision of the TV and the Internet, ultimately leading advertisers into a new relationship with consumers.

TABLE OF CONTENTS

• Google TV Gives Google Its Only Shot At The World's Most Important Medium

RECOMMENDATIONS

• Google Must Make Clear Its Real Intention: The Overhaul Of TV Advertising

WHAT IT MEANS

• Google TV Will Upset Many Apple Carts — Including Apple's
• Supplemental Material
• Related Research Documents

This is an excerpt

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