Big news. Google launches Chromecast today in the UK. In case you're not familiar with the product, it is a dongle-like plug that slots into your TV's HDMI socket and turns a dumb television set into a Google Android powered online entertainment experience. The end result is a fusion of TV and tablet.

While it's a no-brainer for those who enjoy Netflix and iPlayer more than the old fashioned way of watching the googlebox, the real revolution here is bringing the app experience to the silver screen, in a way that has transformed the way brands can engage with consumers through phones and tablets. Think gaming, brand experiences and innovation that can be brought about through an app developer environment similar to the one we have on smart phones. Expect new apps tailored for TV to begin coming through thick and fast.

The official Google announcement has not yet come through about availability, but check your favourite electronics retailers and you'll see the item is already appearing ready for sale online.