Google Inc (NASDAQ:GOOG) is expected to launch its own Android-powered set top box following in the footsteps of Amazon, which launched the Fire TV a few days back, says a report from The Verge. It is expected that an Android TV from the house of Google would give close competition to Fire TV, Apple TV and Roku.

Google

Android TV to be simpler

According to the Verge, the web engine giant will continue selling its Chromecast device for $35 that can be fitted into any HDTV to watch the online videos from a tablet, smartphone or computer. It is noted that the company is focusing on building an Android TV, which would be attuned with gaming, and have an optional gaming controller similar to that of the Fire TV.

As per the documents obtained by the Verge, the new device will not be as complicated as Google Inc (NASDAQ:GOOG) TV launched back in 2010, focused to integrate TV with smartphones.

“Android TV is an entertainment interface, not a computing platform,” the document said. “It’s all about finding and enjoying content with the least amount of friction.” It will be “cinematic, fun, fluid, and fast.”

Google’s Android TV would apparently support voice command, and search for the contents at a faster speed. The documents also mentioned that it will take just under three clicks to swipe from the home screen to watching content.

User interface will include cards for each movie; shows, app and games, and users would be able to control and choose the content. The screenshots of the device showed the Google Inc (NASDAQ:GOOG) apps like YouTube and Hangouts along with third party apps like Hulu, Netflix and Pandora.

A logical move from Google

Google Inc (NASDAQ:GOOG) is also believed to be holding talks to come up with its own wireless service in regions where users already use its Google fiber and TV services. Google is already a leader in the search engine and Android mobile operating system arena, which makes the effort of the company to integrate all mobile communication services within its ecosystem much easier and logical.

There were rumors back in October about the Android TV following the leaked pictures which of unreleased LG devices. The latest effort of Google Inc (NASDAQ:GOOG) to come up with an Android TV is more likly a follow up of the company’s efforts to launch a set up box featuring the rather redundant Google TV branding.