Following reports and rumors, Google announced its new push into the set top box space: Android TV. Google’s no stranger to the space. Google TV, Google’s first attempt at a set top box, failed to gain traction despite integration with televisions from LG and other manufacturers. Without software updates or new partnership announcements, it seems to have died a quiet death over the past few years. But Android TV promises to be different. Where Google TV made your television experience more smartphone-like, bringing ill-suited apps to the big screen, Android TV wants to be an entertainment hub like Apple TV or Roku. One part of that is its focus on recommending content, and the other is its user interface. And indeed, the interface looks strikingly similar to these existing set top boxes.