More efficient content purchase at Google TV!

Google's smart TV platform Google TV, will now allow users to pick movies and TV programs from a newly developed built in Google store called Google Play.
The advancements in Google Play will be launched in upcoming weeks. It will also allow users to purchase and rent entertainment content from their Google TV devices.

The application to watch rented movies and TV shows were made available earlier this year in June. It also allowed users to rent videos from Amazon and other video sharing portals.

But the users had to visit the web browser separately to accomplish the payments. The updates now have embedded the app for making purchases in the TV App itself.

Smart TV shortcomings
Google's Smart TV has not enjoyed much acclaim and success in the market. Released in Oct 2010, users are still doubtful about its potential and efficiency over other movies and videos viewing means available online.

The application has been cited as expensive relatively to the services provided. Comparing it with other set boxes reveals cheaper alternates with equal features. The biggest market threat coming from Vizio Co-star that is available at just $100.

Little look at competition!
The company is all geared up to face tough competition in the market, most of it coming from Netgear, Roku. Their video boxes are cheaper and offer slightly better services than the much hyped Google TV. Other Gaming consoles such as MIcrosoft's XBOX and Apple TV have shown better advancements.

The latest additions to the Smart TV will some how calm down the criticism coming from all sides regarding lack of content variation and inconvenience in making purchases and renting activities.