The Google TV has landed and is already sending ripples through the marketplace, but what about all the companies already blending internet and TV? Whether they are already planning to work with the new initiative (Rovi), even more firmly staking a claim on their existing technology and vision for the connected TV (Microsoft, Yahoo), sounding like it’s an option for the future (Samsung, VIZIO, Boxee) or already working on their own Android on TV projects (People of Lava, MIPS) each one should tell a little bit about where this market is headed in the coming months and years. Read on for their statements — and a quick breakdown of what each is bringing to the table in case you weren’t already running a network cable to your HDTV years ago.

Boxee:

There’s a lot of love going around for Boxee, and its CEO Avner Ronen has long promoted the merger of content from internet and traditional TV sources, if he can get access for the XBMC spinoff. This is what he posted to his twitter after the announcement.

Watched the Google TV demo. more complementary than competitive. we should start working on Boxee Android App for TV… – Avner Ronen

Microsoft:

“Microsoft has been in the smart TV space for a number of years and has strong partnerships with operators, OEMs and content partners across the industry and around the world. The company remains focused on delivering the best connected TV and entertainment experiences through a combination of great software plus services pulling information from the cloud, where content flows seamlessly from screen to screen on any device. We’re already seeing much of this happening today. For example, Microsoft is enabling TV service providers to deliver these scenarios with Microsoft Mediaroom, the world’s most deployed IPTV platform, powering award-winning TV services to close to 5 million households via 25 operator partners around the world. Mediaroom also enables TV service providers to deploy applications that can bring video and Web content together in ways that are specifically designed for enjoying and interacting via the TV and a remote control. Mediaroom customer, AT&T U-verse TV, has deployed over 20 interactive TV applications to date. Some example applications are highlighted at http://www.microsoft.com/mediaroom/Themes/Applications.aspx.

Another example is Windows Media Center which is focused on enabling new broadcast and internet TV content experiences on the PC for more than 25 million users around the world. Smart features like the integrated TV guide bring broadcast and internet TV channels in one place. Further, Microsoft is also delivering web and TV- integrated digital and social entertainment services direct to consumers through TV and video on Xbox LIVE and Xbox 360 consoles with 23 million Xbox LIVE members in 26 countries as well as Zune and Windows Phones.”

Yahoo:

Samsung:

“For Samsung, the Connected TV era began more than three years ago and achieved a breakthrough in 2010 with the introduction of Samsung Apps, the world’s first TV application store now available in more than 100 countries. Our success has been fueled in part by partnerships with diverse Google properties including YouTube, Picasa, and Maps via our Internet@TV service in addition to our application partners on the Samsung Mobile platform. Samsung is focused on delivering the most complete Internet TV experience to consumers and this will guide our approach as we consider introducing new services or platforms such as with Google. A relationship with Google TV is currently under consideration.” — David Steel, Executive Vice President of Marketing at Samsung Electronics America

Rovi:

“Rovi sees the Google announcement today as another milestone in the continued development of Internet TV. We’re working with Google to help bring next-generation guides to the users of Google TV. This includes TotalGuide applications for the Android platform as well as TV data. We believe a critical component for creating a simplified consumer experience is data that allows you to browse and discover more content.” — Corey Ferengul, EVP of Product Management and Marketing, Rovi

VIZIO:

“We are excited that other technology providers are following VIZIO’s lead to offer easy to access Internet content on their televisions. We were the first to integrate Wifi and Bluetooth technology into HDTV sets to enable a simple, intuitive HD internet steaming experience and as a result more than 70% of VIZIO Internet Apps consumers are connecting and streaming actively with VIZIO products. We at VIZIO are constantly evaluating new opportunities to further enhance the value of our products, including those brought to us by Intel and Google. Our goal is to continue to make the best of the Internet easily available to consumers with products that they can afford.” — Laynie Newsome, Co-founder and CSO

People of Lava:

“It is of course a challenge for a small TV-manufacturer in the premium range to set out to launch a whole new kind of integrated product and experience. I see today’s events as a confirmation that we did the right thing to dare to press ahead.” — Christian Svantesson, Managing Director of People of Lava.

“The more Android-based TVs on the market, the better. This would mean that the development of Apps, adapted for the TV will get a boost, and more Apps will become available. And what’s good for the customers is good for us. We can already offer a number of Apps that we think will give our customers the most instant benefit, such as Facebook, Twitter, Youtube, an open Web-browser etc. And our App-store, which is already up and running, offers more Apps, ready to be downloaded.” — Mathias Adolfsson, Chief Technical Officer at People of Lava.

“The fact that we and others can create new Apps for our customers, actually gives our customers a product that “comes alive”, and will continue to evolve with the customers, in the direction of their own choice. Choice is so central here. Not dictating, but giving options. We see this as a great start towards our vision of a “Window to the world” – giving our customers the standing option to choose not only what they want to see or do, but also when.” — Martin Ljunggren, Chief Marketing Officer at People of Lava.

MIPS:

“MIPS Technologies was pleased to see today’s Google TV announcement. Google’s announcement is clearly well aligned with our own vision of the future connected television and entertainment experience. To date, MIPS Technologies has synergistically supported Google’s commitment to the architecture-neutral, open source nature of Android by ensuring that our licensees have access to the best available software ecosystem for Android on MIPS-Based solutions. Google TV is the latest architecture-neutral solution from Google and, leveraging our past work with Android and our ongoing relationship with Google, MIPS Technologies is now in an excellent position to work with our licensees as Google TV moves beyond its initial reference platforms and into mainstream development within the digital home market-a market where MIPS is already the number one processor architecture.” –Art Swift, Vice President of Marketing, MIPS Technologies