Google announced content partnerships for its Google TV service this week, including NBC Universal and CNBC. Other content agreements have been struck with Turner Broadcasting, HBO, as well as Amazon Video On Demand and Netflix.

The announcements put Google far ahead of its rival in this area, Apple TV, which does not support apps - yet. However, Apple TV was recently jailbroken, leading many to conclude that it will eventually support apps now that third parties are likely to go ahead and develop apps for Apple TV with or without Apple's blessing. It will also be pushed along by whatever Google does, suggested Rob Walch, host of Today in iPhone (via MacNewsWorld). "The hardware Apple has put in there will allow them to make a wide variety of responses to Google TV, depending on the features they release," he said.

Readying the Web

With the necessary pieces in place - content partnerships, consumer devices readying for stores, a budding rivalry between two market-makers - it is fair for brands and developers to ask whether now is the time to start optimizing for the web. Google is already urging firms along that path pointing out the various websites that have been optimized for Google TV along with tips for the uninitiated.

Should SEOs get on board now, while it is still early days? That is a question Search Engine Watch just addressed, with no clear answer. SEOs and advertisers should, though, be rooting for the service(s) success. If it takes off, Search Engine Land said, "Google will have yet more valuable advertising data about people's television viewing habits (to add to their huge database of web surfing habits). The inaccuracy of Nielsen ratings have been criticized for a long time, but Google TV would give a much clearer picture to advertisers." Other pluses: eventually Google plans to sell ads for the service. It will also expose to more people to ads.