Google announced their TV/Internet service which many people are getting excited about will not allow you to fast forward TV adverts.

The new Google service will be available on a number of brands with Sony and Logitech already signing up to the service. There is a focus on the ‘TV meets the web. Web meets TV’ so there is huge excitement that a lot of great services will be available through the TV and for advertisers the new that you can’t fast forward adverts has come as a huge boost.

At the moment there is huge concern in the advertising world that adverts are being missed by consumers with them always trying to skip and fast forward them. However it is unlikely that users will be as excited about the prospect with many now used to being able to fly past adverts.

Even with this though the initial rumblings would seem to indicate that the Google TV service will be very well received.