According to tech blog
The decision to let go of the Google TV brand does not look all that surprising given that it has been a huge failure and Google TVs never really took off.
“Google is now looking to rid itself of the brand and realign its smart TV platform efforts more closely with Android. The move is part admission that Google TV failed, part hope that Android will eventually find its place in the living room, Gigaom’s Janko Roettgers wrote in a blog post.
The recent announcement of Sony’s Bravia Stick also indicated the same, when the company dubbed its device as Sony Bravia Smart Stick with Google Services rather than Google TV. Despite running on Google TV software, there wasn’t a single mention of Google TV in the entire announcement. Other Google TV partners have also reportedly stopped using the Google TV branding for the newer announcements.
In addition to letting go of Google TV brand, the company is bringing its television efforts closer to Android, which will make them more open and allow better customisations.
“The next generation of Android TV devices running Google services could possibly be a lot more customized, with manufacturers picking and choosing from a range of services and apps,” Gigaom added.
We hope to hear more details at Android 4.4 Kitkat announcement.