Google TV

So, the long expected convergence between TV and the web is getting closer to reality. Google announced Google TV with an ecosystem of partners--including Sony, Intel, Adobe, Logitech and others. 
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It is another example of launching products not as a single-firm but as part of an ecosystem. 

Google TV Lauch Ecosystem

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I know that there have been many attempts to make this convergence happen. Microsoft, Apple and Sony have made inroads before but those efforts were either ill-timed or did not get the requisite traction in the broader media ecosystems.  Now, the timing seems to favor Google but many technological issues remain, including the video format. In the short term, Adobe seems to be joining hands with Google (and continuing its fight against Apple over its Flash platform).  
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What happened to Microsoft and its vision of "three screens and the cloud"? Will Microsoft let Google dominate the TV OS space with Chrome without a fight? What happened to Apple TV--will we see the company focus on TV now that iPad is launched? What about Apple OS for TV--as a logical extension of iTunes and App Store?  Where's Amazon with its digital strategy? 

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I think Google TV announcement is just the starting point. An exiting point in time for consumers who love this convergence but hated the crude and complex ways the different pieces function together.  It is a complicated point in time for myriad of companies across different industries and segments as they jockey to defend their value propositions and evolve their portfolio of capabilities to win in the reshaping media network. 
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