When announcing an effort to launch Googly TV head of engineering, Vic Gundotra, was making an obvious reference to Apple when he said at the press conference: “If you believe that the only way to get a good smartphone is to bet on one man, one device, one carrier, and one choice, that is a different model than we believe in. We believe innovation doesn’t come from one man, it comes from all of us.” Google TV is a collaboration between a number of partners including Sony, Intel and LogiTech and uses the Android software originally developed for smartphones to power it. According to the New York Times “Google said its Google TV service would combine traditional television programming with Internet video, and would allow people to easily search for programs without scrolling through unwieldy onscreen TV directories.”