Google has struggled to get adoption on their Google TV brand of television-based operating system. They have had trouble getting content owners to produce platform-specific applications, with some producers specifically blocking the devices. On top of that, Google hasn't had a lot of success convincing manufacturers to produce devices based on the platform, even canceling some of their own announced, and one time paid for, hardware.
So, what is a struggling platform to do? Rebrand. Since Google currently only has 3 brands, why not pick the one most people know and that the technology is currently based on: Android, and voila, Android TV is born. While not officially announced just yet, branding has been discovered showing the Android Marketplace coming to the television, as well as marketing collateral.
Google TV has been basically abandoned, or so it would have seemed, since it received its most recent update in 2011. In addition, existing hardware partners have stopped using the name already. Sony's new Bravia TV stick talks about the power of Google services, but does not mention Google TV by name. Google Developers have started using the new name on their job titles and even called a developer event Android TV Developer Day.
The new branding is expected to be announced officially at this year's CES in Las Vegas. Also expected, along with the official rebranding, is new hardware and partners. CES looks like it is going to be good for the Google TV team.