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Google attempts to crack TV again with Chromecast

By Tim Lawrence

August 1, 2013 | 4 min read

Google has launched Chromecast, a dongle that allows users to "cast" online content onto a TV screen from their phone, tablet or laptop, using the original device as a remote.

Tim Lawrence

Chromecast is easy to use and affordable ($35/£23); it is currently only in the US with no UK release date yet. As with Android, development is open to anyone through Google Cast - a technology enabling developers to build multi-screen experiences across mobile devices and TVs. Apps supporting Chromecast, starting with a new Chrome browser add-on, will have a "Cast" button that sends content from your device to the TV.

Google has been keen to move into TV for a while and has previously tried and failed twice; in 2010 it tried to launch its own TV set – however, blaming Google and YouTube for not doing enough on piracy, studios in the US blocked content and Google TV never got off the ground. Two years later Google partnered with Sony to launch a £200 set-top box which due to the price point, was also poorly received.

This time around Google looks to have finally got it right – Chromecast seems to have all the attributes of a successful device in today’s market; a low price (which Google say it is making a profit on), cross-platform compatibility (both Android and iOS) as well as being a truly connected device means there is likely to be immediate take up.

Chromecast will bridge the gap between the wealth of pre-roll inventory being consumed on desktop and mobile devices and the smaller amount of TV catch-up. Giving people the opportunity to watch the large number of videos currently being viewed online on large, HD quality TV sets allows advertisers to get their TV ads onto the TV even when viewers are watching non-linear content.

Consumer demand for a seamless experience between devices and access to content will define the next generation of products. Chromecast appeals to this trend and, in doing so, Google has gone back to its strengths, moving away from creating hardware to focus on user experience and helping people find content, which is cheaper and easier to implement.

Content has been a barrier to the longevity of many video products, at present, Chromecast is set up for the US market where Netflix is a key partner (its 29m US subscribers will drive usage) and a proposed partnership with HBO Go. The Netflix partnership will help both parties in the UK, where Netflix competes closely with LoveFilm and Sky, but with no UK specific content partners announced these other content providers will define its level of success.

Finally, Chromecast is another sign of the beginning of the end for the dear old remote control. Whether we use another connected device such as a phone or tablet or simply bark orders at our TV the need for a specific device to control a TV set is becoming increasingly obsolete.

Tim Lawrence is head of digital strategy at MediaCom

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