When I heard about the launch of Google TV, like many others I was surprised and somewhat impressed by what appears to be a bold move to challenge our perception of TV as we know it. One can’t help but wonder what this might mean for the little guys... Steve Jobs and Bill Gates, whose days are surely numbered as Google’s open cloud computing sets to take dominance over so called ‘closed computing’ environments being offered from the likes of Microsoft and Apple.

Google’s latest announcement is a move which, if successful, could position the global search giant as a dominant leader across every media, not just desktop web browsing. There is now a frenzy amongst popular tech blogs and twitterers, as is often the case when Google or Apple have something to say, speculating what this might mean for the future of television, an industry already suffering dwindling ad-revenues as advertisers desert traditional channels.

But really, step back a little and ask yourself, what is all the hype about? As much as Google would like to have us believe, Internet television is neither a new invention or a groundbreaking concept. Drop into any electrical retailer today and try counting the number of TVs you see offering ‘HD Ready, 1080 dpi, DV3, Ultra Thin’, now even ‘3D TV’, oh and of course ‘Internet TV’. Whilst today’s Internet TVs may still have a long way to go, the technology is already out there and for those of us who want to browse and stream in HD to our hearts content, there’s really nothing getting in the way.

Since the launch of Android, the folks at Google have been taking on Apple and Microsoft with a vengeance to 'shut down', what they consider to be the gate keepers. To many, this seems to be a perfectly sensible and welcomed move towards a more liberalised digital world, where the power lies with the users. In reality, this couldn't be further from the truth. Yes, Google's search algorithm means that any media owner can rise to stardom on their own merits, or popularity rather and yes, nothing can be rejected by not adhering to content guidelines, but what are the real differences?

Perhaps a good way of looking at this question is to compare the BBC with Fox. The BBC is known the world over and delivers quality broadcasting where in the UK it is free of advertising and unethical commercial interests that could harm the quality or objectivity of its programme making. Fox on the other hand, a television channel making up just one small part of Rupert Murdoch's media conglomerate, News Corporation, is the exact opposite. It is populist, heavily commercialised and biased.

Does Google's latest announcement spell the beginning of the end for Microsoft and Apple? The answer is that it almost certainly will not, rather it will accelerate the pace of new technology and the way in which we consume media. Businesses will continue to demand the scalability, stability and security of Windows and Office whilst the Apple rumour-mill will continue to keep consumers on their toes in anticipation of Apple's inventions and lifestyle enhancing software updates.