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Web search king Google Inc. showed off on Thursday a risky attempt to marry the Web to television and reach the $70-billion TV advertising market, chasing a dream that has eluded even archrival Apple Inc. 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.

The key to Google TV is a search box, just like on Google's website. The TV search box looks 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.

Web television has been a minefield for the world's most creative and deep-pocketed companies, and in a sign of the challenge, embarrassed Google engineers struggled initially to get their TV running, asking the audience to turn off their cellphones, which were interfering with TV remote controls.

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Web surfers have never left their desktops for the living room, and television watchers have kept their remotes pointed toward familiar territory despite attempts by Microsoft Corp. and by Apple, which was the focus of frequent verbal jabs and jokes.

Sony will build devices, marketed as Sony Internet TVs, to launch in the United States in the fall - in time for the 2010 holiday buying season - with Intel providing its small Atom processors to run machines. Sony did not release pricing.

Television represents an attractive market in which to expand Google's Internet advertising business, which generated the bulk of its $23.7-billion in 2009 revenue.

Walkman creator Sony has seen its dominance in electronics eroded by the likes of Samsung Electronics Co Ltd and has been looking for new technology, including 3D, to goose its TV sales.

"Video should be consumed on the biggest, best and brightest screen in the house. And that's a TV. It's not a PC or a phone or anything else in between," said Google project senior product manager Rishi Chandra.

Best Buy Co Inc. will sell devices and DISH Network Corp will integrate its satellite television service into Google TV. Chief executives from those companies - as well as Google, Sony, Intel and Adobe Systems Inc. - all went on stage at Google's developers' conference for the announcement.

TOUGH TASK

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Google executives said previous efforts had failed because they dumbed down the Web for television, were closed to participation by others, and made people choose between using the Web or television.

"It's much harder to marry a 50-year-old technology and a brand new technology than those of us in the brand new technology industry thought," Google Chief Executive Eric Schmidt acknowledged to the audience of developers.

Google's increasingly tense relationship with Apple was clear throughout the conference. Engineers showed off new versions of the Android mobile phone platform, which competes with Apple's iPhone. Android also will run Google TV, turning Android phones into controls that can be used in the same room as the television or remotely across the Web.

Apple has criticized Adobe's Flash video product, a popular product which has been left out of Apple's iPad table but was embraced by Google.

"It turns out that on the Internet - people use Flash!," one Google executive said in a typical joke at Apple's expense.

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