San Francisco, California – Google Inc today announced it is launching ‘Google TV’ in an attempt to reach the US$70 billion TV advertising market, according to Reuters. Developers at a conference applauded “Google TV,” and a slew of tech industry titans, including microchip maker Intel Corp and TV maker Sony Corp, sent their chief executives to announce that they had joined the project and that TV sets would be ready in time for Christmas buying, Reuters reported. The key to Google TV is an on-screen search box, just like on Google’s Web site. The TV search box accesses Google’s search engine to look through live programs, DVR recordings and the Web, delivering a relatively compact list of results that can be accessed with a push of the button. The Web search king said Sony will build devices, marketed as Sony Internet TVs, to launch in the US in the fall – in time for the 2010 holiday season – with Intel providing its small Atom processors to run machines. Sony did not release pricing and said it had not decided on plans for the TVs in other markets. Logitech International also will create a Google TV appliance that can work with current high-definition TVs. Television represents an attractive market in which to expand Google’s Internet advertising business, which generated the bulk of its US$23.7 billion in 2009 revenue, according to Reuters.