Reports say Google, Sony, and Intel are collaborating on a project known as Google TV.
Sources say it would funnel search, video, Twitter, and other web applications through set-top boxes and into TV sets.
Google TV is believed to be a means of making the web as accessible on a TV as it is on a computer or a mobile phone.
Google is not commenting on the reports, which a company spokesman brands as mere rumours.
Many of the newest TVs on the market are capable of connecting to the Internet, and have built-in web-based programming.
Some analysts are skeptical about Google’s latest plan to expand, noting the web search firm previously tried entering the TV, radio, and print advertising markets with little success.
