Google kicked off its I/O 2014 developer conference and, as expected, Android TV was among the exciting announcements on Wednesday, June 25.

The new Android TV marks Google's third attempt to take over the living room, and it seems to have ore potential this time. The company's first attempt at a set-top box launched back in 2010 as Google TV, but failed to see much success. The company gave it another shot last year with Chromecast, a streaming dongle that proved to be quite popular

Android TV now aims to bring a different experience and, by the look of things, it may actually work this time. While Google TV brought the TV experience closer to that of smartphones, adding apps to the big screen, Android TV aims to be an entertainment hub similar to Roku or Apple TV.

In order to achieve this, Android TV is focused on recommending content, and it sports an easy to navigate interface that enhances the experience. In fact, the interface looks quite similar to that of Apple TV and Roku, and allows users to control it through a remote, a game controller, or an app. Users will even be able to navigate through the interface using an Android Wear watch such as the newly-launched LG G Pad or Samsung Gear Live. The interface shows you various cards through which you can easily scroll to navigate, organized into Movies, Shows, Games, and Apps.

Speaking of apps, Android TV will work with a slew of custom apps including Netflix, Pandora, Hulu, and, of course, Google's own apps such as YouTube, Hangouts, Play Movies, and others. Users will be able to find these apps and more in a store set to launch this fall, when the Android TV makes its commercial debut.

Google Search functionality is built into the Android TV interface, allowing users to easily search for content or information. Users will also be able to control Android TV with their voice.

As expected, gaming is also a very important part of Android TV. While an Android game is broadcast on your big-screen, for instance, you can use an Android tablet as a controller. Moreover, because Android TV also comes with full Google Cast support, it can also operate just like a Chromecast streaming dongle.

Philips TVs, as well as all of Sony's 4K TVs will support Google's new Android TV. Furthermore, streaming boxes from Razer and ASUS will also arrive this fall.

"Last summer, we launched Chromecast, a small, affordable device that lets you cast online video, music and anything from the web to your TV. It's getting an update to make it even more powerful, and convenient to use, with new features like the ability to allow others to cast to your TV without needing to be on the same WiFi network, a customizable homescreen with personal photos or beautiful art, and casting exactly what is on your Android phone or tablet screen directly to your TV," Google touts in a blog post on June 25, outlining the highlights of the Google I/O 2014 keynote.

"Now, in addition to Chromecast, Android TV brings all that you love about Android apps and games to your living room. Android is baked directly into your TV-watching experience, through a set-top box or as part of your TV. You can use voice search to find a live TV show, a good flick from Google Play, or a music video on YouTube. Plus, because it's Android, you'll be able to play your favorite Android games, reimagined for TV and with a gamepad. Android TV, which, like Chromecast, supports Google Cast technology, will ship with products from a single range of consumer electronics companies later this year."

If Google's announcement caught your attention, you can learn more about the new Android TV on its website at this link, or by watching the video below.