Eric Schmidt said at IFA that Google TV is coming this fall in USA, and worldwide in 2011. The way it's coming in the beginning is through Sony's Internet TV which has Google TV software built it, and through Logitech's Revue companion box, which is going to compete directly with Apple TV. Another way Google TV will come is through Dish Network's set top boxes.
But when will it come to the rest of the world? Eric Schmidt said that it will e available worldwide in 2011, when they will also give access to the Android Market, and Google TV will also work on ARM architecture, which should enable a lot more competition in the Google TV's space.
It will be interesting how Apple TV will survive against not only other set top boxes from competitors, but also full HDTV's that will be bought and have Google TV built in.