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Google to enter television industry with Chromecast

Posted on July 29, 2013

 

Web giant Google has announced plans to launch Chromecast – a device that will allow users to stream media from computers and mobile devices on their TVs.

While launched immediately in the US at a cost of $35 (£23), there has been no word yet of a release elsewhere.

Chromecast will plug into a TV’s HDMI port, linking devices via a home’s Wi-Fi, and focus on streaming videos from services like Netflix and YouTube.

Chromecast differs from competitors such as Apple TV in that it streams media from the cloud, which could mean longer battery life and improved streaming quality.

The Chromecast device is not Google’s first attempt to gain a foothold in television. Back in 2010 the company launched Google TV, but a combination of television networks blocking the service and a requirement for customers to purchase pricey hardware meant it failed to gain ground.

Last year, Google partnered with Sony on a set-top box, priced at £200. Although this area of media is considered by many analysts to hold potential for large profits through advertising, it didn’t make an impression with users.

The Nexus Q came shortly after, but was pulled from sale after negative feedback from consumers.

With a device priced much lower than its previous television offerings, Google could now gain a foothold in the industry. It has bolstered its internet marketing for the device with an ad that sees a child demonstrating to her parents how easy it is to use Chromecast. The company was eager to point out that Chromecast can stream across various operating systems, including iOS.

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