Samsung is reportedly considering the production of TV sets that will incorporate Google TV's Android software.

"We will have to see, but we are reviewing" the possibility of using Android in upcoming sets, Yoon Boo Keun, head of Samsung's TV business, told Bloomberg during a forum in Seoul.

Bloomberg said the move will help Samsung compete against the likes of Apple, which recently announced an updated Apple TV, and Sony, which has already signed on to produce Google TV products.

Google announced plans for Google TV in May. It is an Internet-enabled TV platform that will be available this fall in devices from Sony and Logitech. Sony will sell HDTVs and Blu-ray players with Google TV capabilities, while Logitech will sell a companion box that can be hooked into existing hardware. All three devices will be sold at Best Buy stores nationwide.

In a Tuesday keynote at the IFA conference in Berlin, Google chief executive Eric Schmidt denied that Google would go into the content business itself with Google TV.

"There's a line that we've decided not to cross, so we want to work with content providers and get them on to this new platform – whether it be Google TV, YouTube or the Web," he said. "We're very unlikely to go into the actual content production at least in a significant way because we want the content providers to be able to make money."

Apple, meanwhile, announced last week that its updated, $99 Apple TV will be smaller and will abandon downloads for a streaming-only model. It will include 99-cent TV show downloads and streaming from Netflix.