In an attempt to tap the internet television market before Apple does so, South Korean conglomerate LG Electronics, in collaboration with search giant Google, has planned to launch internet TV in the US later this month, according to a senior LG official.

Analysts believe the timing of the launch has a lot to do with Apple’s expected move to develop a similar product at the end of 2012 or in the beginning of 2013. Apple has already grabbed the high-end mobile handset market with its technologically advanced iPhone.

Google TV enables consumers to make full use of a number of Google services on their telly screens. The services include making a quick web search or watching a video on video sharing channel Youtube.

“Production of Google TVs will start from May 17 from our factory in Mexico and U.S. consumers will be able to buy the product from the week of May 21″, executive vice president of the firm’s TV business unit  Ro Seogho said in a press briefing.

Whether or not the new Google TV will be introduced in European and Asian markets will depend on how well it does in the US, LG said, not revealing any technical or pricing details or delivery targets.

Sources say LG wants to turn 60% of its existing products into internet-enabled televisions by using NetCast platform that lets viewers surf the internet and play online games. Reportedly, the South Korean TV maker will also include its own apps for the upcoming project.

According to global market research organisation iSuppli, the demand for internet TV will increase by 60% in the future, overhauling the traditional television market.

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