It is currently unclear if it is a simple rebranding or whether there has been significant work behind the scenes.
The search engine giant launched its television service to compete with arch-rival Apple three years ago.
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Rumours began emerging that Google was close to killing off the brand earlier this year.
Broadcast trade magazines reported that the company had stopped referring to Google TV in marketing materials. They also noticed that Google TV executives had stopped referring to the service in their bios, instead talking about Android TV.
With Google TV, firms were limited in what they could do to the software.
Earlier this year at the broadcast trade show IBC, several television makers stopped referring to Google TV.
Google has not yet confirmed that it has dropped the brand. There is no indication of when Google will officially announce Android TV.
However, with partners preparing to launch new televisions running the software, it doesn’t seem like we’ll have to wait till CES in January to find out more.