Logitech’s CEO Jerry Quindlen doesn’t think that consumers are sick of buying new boxes for the living room. In fact, he believes that the Google TV-powered set-top box his company is introducing this fall will lead to consumers buying even more hardware.


Logitech is one of the first companies to bring a device based on the newly announced Google TV platform to market, the company said today at Google I/O. The company calls its as-of-yet unnamed product a “companion set-top box,” meaning that you connect it to your TV set as well as your TiVo, your DISH set-top box or whatever else you have on your living-room shelf. Consumers will essentially daisy-chain these devices via HDMI and then use Logitech’s box to control all devices in the chain.

Logitech’s box will be available in the fall. The company hasn’t made any information about pricing available yet, but a spokesperson told me today at a Logitech press event that DISH subscribers will be able to get a subsidized box through the satellite TV provider. Logitech gave members of the press a really short demo of the device, mostly showing off how it plays well with other devices while putting lesser emphasis on the actual Google platform. It also showed off two remote control apps for Android and iPhone OS that will be available at launch time.

The Logitech box prototype shown at the event featured two HDMI ports, as well as two USB ports, an IR blaster and an Ethernet port. It will initially be sold with a compact-sized keyboard, and there will be a camera for video chats available as an add-on.

Logitech’s CEO Jerry Quindlen told me that part of the reason the company embraces Google TV is the option to extend the TV experience, which in turn gives Logitech a chance to sell more peripherals. “People want to access the full web”, he said, and that adds the desire for new devices that people are used from a PC or web experience.

Quindlen also said that it’s not about adding another box to your living room, but about enabling a complete Internet experience, and said he believes people are willing to pay for that. Watch the complete interview below.

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  1. Hi newteevee. Logitech has made a smart move to partner with Google on this. This is one of the most exciting announcement to come out of Google I/O for consumers at every level. This will take watching TV to a new level of being more than just a mundane experience. Thanks for the video.

  2. SEems more about Google becoming the search and advertising standard for commercial television than anything exciting for customers.

    I can already search my DVR for upcoming TV shows. Why do I need to put Google’s interface on top of it?

    I don’t want the web on my TV. It’s better on a laptop or ipad on my lap while I sit on the couch in front of the TV.

    Also I detect a conflict between Google making it easier for us to find TV shows and at the same telling us we can now experience millions of channels and can search for them with keyboards and other awkward “couch controllers.”

    1. You can also use voice recognition from an android phone to search, and probably do other things.

  3. If you don’t want another box, or you dont want web on your tv, don’t buy it. Nobody is holding a gun to your head.

    You must be kidding, you can “already search on your DVR.” YOu my friend are clueless.

  4. [...] Logitech CEO: Why We Embrace Google TV [...]

  5. Why we embrace Google TV? Well, we tried the Hillcrest. Didn’t exactly succeed. Yahoo isn’t about helping us grow our peripheral devices business. And Sony isn’t scared of our devices. So, two words. Makes sense.

    But if you ask me if Google TV will succeed..well, that’s something else. We wish it does. Now, it’s getting late. Lemme go and watch plain old linear tv.

  6. [...] Sony Corp. (NYSE: SNE) will launch this fall a line of Google TVs that will be powered by Intel Atom chipsets with enhanced graphics capabilities. Best Buy will sell Sony's new TVs, as well as peripherals. Older TVs will be able to use Google TV by connecting a set-top box manufactured by Logitech. [...]

  7. [...] Logitech CEO: Why We Embrace Google TV [...]

  8. [...] for platforms like Google TV that try to unite cable content with over-the-top and local video. Logitech’s upcoming Google TV box allows users to daisy-chain devices via HDMI, but it won’t offer the ability to easily add [...]

  9. [...] for platforms like Google TV that try to unite cable content with over-the-top and local video. Logitech’s upcoming Google TV box allows users to daisy-chain devices via HDMI, but it won’t offer the ability to easily add [...]

  10. [...] However, it looks like YouTube has some bigger plans for Leanback in store. The Leanback team eventually admitted that it was looking at other distribution opportunities, with one scenario of implementing it on all kinds of different platforms that are already in the living rooms of consumers. In other words: Leanback could eventually become YouTube’s default UI for connected devices, ranging from DVRs to Blu-ray players to TVs with YouTube support to dedicated set-top boxes like the ones Google TV is going to run on. [...]


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