Google (NSDQ: GOOG) TV hopes to offer access to additional entertainment and choice via its-internet based search engine.

Many TV-centric internet services, including Google TV and Apple (NSDQ: AAPL) TV, are endeavouring to offer people a way to access content via the internet than the usual satellite, cable or terrestrial paths.

The real question is the content they can access; content is king and the very reason why people own a TV. Ultimately, each one of these new ‘services’ will live and die by the content they make available, not the technology they use.

We may well see hybrid set top boxes and gateways with Google TV integrated as part of an operator’s service, broadening the choice for consumers, while ensuring they have the confidence in the great quality offered by a pay TV managed service.

We are already looking at how services like Google TV could be integrated into the technology we build for our pay TV customers; early conversations are under way today.

Today’s TV market is evolving towards all content being delivered by satellite, cable and or IPTV.

One key trigger is the closing of the local DVD rental store, leading consumers to ask the question ‘where can I now get my movie rental?’. New online services like Netflix (NSDQ: NFLX), Lovefilm and Apple iTunes have evolved in order to satisfy the void that has been created

We expect that traditional TV operators will begin to either integrate these services into their own service or start their own comprehensive movie rental service. Either way, consumers will be able to watch what they want, when they want, more conveniently.

We all love our internet service apps, but we want them to enhance our TV service, not get in the way of it. Ultimately there is no reason we can’t have those services on a TV - but the truth is that the killer TV App is better TV!