♪ >> reporter: inside a lab in the heart of silicon valley, the television as we know it is being reinvented. they call it google tv. our cameras are the first to ever see it, even as feverish programmers try to get it done in time to hit store shelves this fall. >> so what happens when you hit the menu key here? >> reporter: when google's man in charge introduced it to the world earlier this year -- >> i'm very happy to introduce google tv. >> reporter: -- his presentation included little more than a cartoon. today, he has a couch complete with lava lamps inside google's top-secret lab and a device he believes will be the beginning of the end of any difference at all between the internet, cable, and broadcast television. >> so what is google tv? >> it's just a new way to think about television. take all that content you already watch today on television, add all that other