Google Inc will launch its service to bring the Web to TV screens in the United States this autumn and worldwide next year, its chief executive said, as it extends its reach from the desktop to the living room. CEO Eric Schmidt said the service, which will allow full Internet browsing via the television, would be free, and Google would work with a variety of programme makers and electronics manufacturers to bring it to consumers. “We will work with content providers, but it is very unlikely that we will get into actual content production,” Schmidt told journalists after a keynote speech to the IFA consumer electronics trade fair in Berlin. Sony said last week it had agreed to have Google TV on its television sets, and Samsung has said it was looking into using the service. The announcement comes less than a week after rival Apple unveiled its latest Apple TV product and will intensify a battle for consumers’ attention and potentially for the USD 180 billion global TV advertising market.