Three colors of Chromecast TV devices are displayed during the Google Launch Night In virtual event … [+] seen on a laptop computer in Tiskilwa, Illinois, U.S., on Wednesday, Sept. 30, 2020. Alphabet’s Google launched a new Chromecast TV device as it seeks to hold off Amazon from continuing to gain share in the smart home space. Photographer: Daniel Acker/Bloomberg
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Google may be looking to make its connected television platform even more appealing to “cord cutters.”
Protocol reported the company has plans to add free, live TV channels to Google TV. Google TV is the tech giant’s streaming TV operating system, which was added to the refreshed Chromecast dongle released last year. The publication wrote that Google has held carriage discussions with companies that distribute free, ad-supported streaming television channels, known in the TV industry as “FAST” channels.
This is likely good news for FAST channels: As more Americans continue to cut the cord on traditional cable or satellite television, FAST channels offer the live TV experience typically not found on streaming platforms at no additional cost.
In a way, FAST TV providers have grown market share, by convincing users to download their free apps or by integrating their platforms directly into streaming set-top boxes.
FAST TV providers are everywhere, including the Roku Channel on Roku, IMDb TV on Amazon Fire TV, NBCUniversal’s Peacock,…