Google puts 23m cash into set-top app firm

Google today helped invest $23 million into Invidi Technologies in a possible clue as to its development of Google TV. The move also brings a product manager for Google's TV and YouTube ads on to Invidi's board of directors and gives Google influence over the startup firm, which makes set-top software designed to intelligently push ads to TV viewers. It similarly helps streamline Internet-based and on-demand services.

Officially, Google said only that the funding would "transform television" by better targeting ads than in the past. The two will initially sell ads together on Dish Network's satellite service.

Google wasn't alone in the investment and was backed by TV industry veteran Motorola Ventures as well as EnerTech, GroupM, InterWest and Menlo Ventures.

The search engine firm already has a stake in TV advertising but is making the effort just days before it's rumored to be unveiling a set-top box of its own that would depend heavily on advertising for online content. As described, it would potentially integrate tightly with a cable or satellite network to handle live TV but use a special build of Android, known as Dragonpoint, that would support both TV-sized apps as well as a full Chrome browser for the web and viewing online video. Any integration with Invidi isn't likely to come anytime soon but could affect how future ads appear on Google TV devices.

Logitech and Sony are expected to release Google TV-capable hardware as soon as the Google I/O conference on May 19th.

Google's efforts give it a greater presence in media hubs and may have it compete against the Apple TV, Roku Internet Player and other hubs as a complement to regular TV in the living room.

By Electronista Staff