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"We will work with content providers, but it is very unlikely that we will get into actual content production," said Eric Schmidt, Google's chief executive, adding that the service will allow consumers to browse the Web from their televisions and run Android applications.

Google, which will use its Android mobile operating to power the project, announced the initiative in May, by partnering with Sony to make compatible television sets and Intel to provide Atom processors with circuitry to manage the graphics and video. The group also tapped Logitech to design a tablet-like remote to let existing TVs work with Google's "smart" TVs.

Rival Apple recently unveiled its revamped Apple TV product, intensifying the battle between the Silicon Valley titans.

The Mountain View, Calif.-based company is expanding into new industries as revenues from its core search business begin to saturate. Last week, reports surfaced that Google was negotiating with record companies about developing an online music store and digital song locker.