Google is set to launch its own TV service in the US later this year, extending it globally in 2011.

Yesterday, during the IFA Technology show in Berlin, the search engine giant’s chief executive, Eric Schmidt admitted that the brand was targeting the global TV advertising market and will integrate online content with traditional television sets.

A deal has already been struck between Google and Sony which will see Google TV integrated with Sony’s sets.

The announcement comes just a week after Apple unveiled its new Apple TV box which will stream films and TV shows directly to television screens.