So Google TV is on the way.

Never a stranger to grand ambitions, Google may be ready to outdo itself.

It’s been formally announced that Google is teaming with Intel and Sony to create Google TV, a bold effort to integrate its Android software into TVs, Blu-ray players, and a Google TV-top box simply called a “Buddy Box.”

If it sounds like an endeavor aimed squarely at Apple TV, you would be correct.

Google TV, however, is poised and ready for battle with entities beyond Apple. In many ways, Google is taking on the cable and broadcast television industries with a new – and potentially revolutionary – effort that will link the Internet with televisions in a manner never before seen in the digital age.

“With Google TV, consumers will now be able to search and watch an expanded universe of content available from a variety of sources including TV providers, the web, their personal content libraries, and mobile applications,” Google gushed in a statement about the launch.

“The Google TV experience is complemented by the ability to watch streaming video from leading content platforms, including Netflix, Amazon Video On Demand, and YouTube. Google TV will also have the capability to run apps from the Android Market.”

The arrival of Google TV could be a significant development in both the worlds of entertainment and advertising, as content providers and mobile marketers must now challenge themselves to address a new way in which millions of users may soon absorb content.

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