Google Play Content Comes to Google TV

Google TV is set to get content from the Google Play store, including movies, TV shows and music, a big step in Google Inc.'s (NASDAQ: GOOG) efforts to become a media behemoth. Content will start rolling out on its smart TV platform today and continue over the coming weeks.

Users can buy or rent content directly through Google Play on their TVs. Any existing purchases made through other platforms will be imported when users connect their Google accounts. Users can also find titles through a TV & Movies app, which provides recommendations for shows and movies available on live TV, as well as other apps such as those from Netflix Inc. (NASDAQ: NFLX), Amazon.com Inc. (NASDAQ: AMZN) and Google Play.

"Google Play gives you one place to find, enjoy and share your favorite entertainment with millions of songs and thousands of movies and TV shows for sale, and adds to the millions of entertainment options available for you on Google TV," the company said.

Google TV launched in 2010 as a service co-developed by Intel Corp. (NASDAQ: INTC), Sony Corp. (NYSE: SNE) and Logitech International S.A. (NASDAQ: LOGI). The service spread beyond the United States in June, starting with the United Kingdom, followed by Canada, Australia, France and elsewhere.

These features have long been available on Apple Inc.'s (NASDAQ: AAPL) Apple TV. And Amazon Instant Prime recently brought video purchases and rentals to the devices on which it is available.