Google TV may not have impressed markets compared to Apple TV, but in a reported re-think on strategy, the company may re-brand its device as Android TV. The change is expected to help improve the sales of the device.

There is still no official word on the reported change in name. An executive from a consumers electronics manufacturer producing the Google TV confirmed the change to GigaOM.

The re-branding process is already underway, according to the report, with several manufacturers finding innovative ways to avoid using the words "Google TV." Instead, some are using words like "Google services for TV."

The change is expected to make a big impact in the marketplace, according to analysts. It is believed that when consumers think of Apple TV they think of iOS and the obvious choice for a rival device name would be Android.

But the name is not the only thing that is expected to change. The new Google TV, or Android TV, is expected to come with the latest version of Android - the upcoming 4.4 KitKat, allowing developers to bring their apps to both TV and smartphones.

The biggest hurdle for Google TV, according to analysts, is the availability of content. But with the large number of apps expected on the latest Android version, users may find that content availability may not be a problem for long.

The primary factors for the success of the reported Android TV compared to Apple TV would be user experience and price. Analysts expect sales to remain dismal, if the device is too complicated to handle and more expensive than the competing products.

The Apple TV is preferred by many of its strong supporters due to excellent compatibility with other iOS device, say analysts. A recent upgrade to the device allows users to stream content on any Apple TV by using their iPhones or iPads.

The new "Tap to setup" feature on the Apple TV allows users to quickly transfer the setup information by touching their iPhone to the device. Information like network settings, Apple ID and language preference gets automatically transferred.

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The company is also reportedly working on a hardware upgrade and an all new Apple TV is expected to be unveiled soon.

Will the reported re-branding of the Google TV as Android TV help the company take on the Apple TV?