Google TV still lives a lonely life but Google hopes to make some new friends. It has been confirmed that Google TV devices now have access to Google TV movies, music and TV shows.
Google Play on Google TV
The real question is probably: why has this not happened before now? Nevertheless, Google has shared with us that Google TV devices can now access Google Play content.

LG recently introduced the first Google TV based on the 2.0 version
Google Play includes access to movies, TV shows and music in USA, with the option to either rent or buy. You can also access the rented/bought content on other Google devices.
Apple has seen succes with the Apple TV box lately and Roku’s box sales have also taken on. Maybe Google can breathe some live into the Google TV product with this move (and hopefully more to come). The update concerns the US market and no plans to expand into other regions have been confirmed yet.
You can learn more about Google’s TV plans in our Google section here.