Rovi Corp intrigued by Google TV future

US technology firm Rovi Corporation has said that its unclear how the recently unveiled Google TV service will pan out in the long-term, but its keep "a close eye" on developments.

Last month, Google officially confirmed Google TV, which will enable users to search content on the web and download applications while watching TV.

Powered by the Android operating system, Google TV will initially be incorporated into television sets and Blu-ray players manufactured by Sony, with the first products due to launch in the US this autumn.

Speaking at an event in London, Rovi chief technology evangelist Richard Bullwinkle said that the firm has an "ongoing agreement" with Google to provide metadata for its TV service.

Rovi operates a 350-strong team compiling metadata editorial content on TV programming to create an information network linking shows, actors and themes.

On its TotalGuide user interface, the firm uses the information to enable viewers to discover new content and browse recommendations linked to their viewing preferences.

Bullwinkle said that Google is keen to leverage Rovi's metadata capabilities for Google TV, with the service due to incorporate a Google Chrome browser and support peripherals created by Logitech.

However, Bullwinkle said that he is unsure whether Google has got its strategy right in terms of how people want to access web services on the TV.

"They have said that people would want keyboards in their living room to type in a search for their favourite actors on their TV screens, but I just don't see that happening in most homes," he said.

"I think that a portal and a recommendation engine are much more useful to most people. There are 7% of people who use their computer in their living room connected to their TV. Those people will find Google TV very popular, but there are other people who would want that 'browser' experience instead."

He added that it is unclear at this stage how Google TV will truly pan out, especially as the search engine firm has a track record of radically changing its services post-launch.

"We don't know what Google TV will be because they have not shipped or shown. They are also the kings of 'ship and innovate', so they will ship something and a year later in will be something very different," he said.

"So we keep a very close eye on them and, of course, we partnered with them early. But in the long term, who knows what they will do."