With much speculation surrounding the potential arrival of an Apple iTV system new reports have suggested Google is to look to beat its Cupertino based rival to the punch pairing with LG to produce a ‘Nexus’ Google TV.

Following the official unveiling of the first LG Google TV partnership at CES last week rumours have ignited suggesting the software giant is to join forces with the Korean manufacturer to create its own flagship television set adding to its range of Nexus branded smartphones.

LG Nexus Google TV

Far from official the tipped LG Nexus Google TV is expected to be launched in reaction to the much mooted Apple iTV release which has been repeatedly rumoured to be heading to market ahead of this year’s Christmas period with an all new iTunes based content platform.

“Google has said it plans to introduce the third version of its namesake TV service by the end of this year, with more content and easier functions to find shows,” insider sources speaking with Bloomberg have said. “It is considering giving LG Electronics first access to the next version of its Google TV software so the Korean company can build a compatible set.”

Which would you rather adorning your living room’s prime tech location an LG manufactured Nexus Google TV or an Apple iTV? Let us know via the comments box below.

Via: Bloomberg