Google is currently planning on sharing some details about the technology with more than 3,000 developers expected to attend its Google I/O conference in San Francisco May 19 and 20. Google uses the annual conference to showcase a range of technologies of interest to developers. “The technology—designed to open set-top boxes, TVs and other devices to more content from the Internet—is attracting interest from partners that include Sony, Intel and Logitech, which’re expected to offer products that support the software, these people said. None have so far discussed the efforts publicly. The app-store approach has already begun to gain traction among some players in the TV market, too, aided by the advent of TVs, Blu-ray players and other hardware with Internet connections. But before developers invest in TV apps from Google, they’ll want to see significant adoption of the software among hardware makers. Intel, the dominant player in chips for PCs, has been trying for years to play a bigger role in set-top boxes, with its efforts focusing lately around a chip called Atom that is used in low-end laptop PCs called netbooks,” writes Wall Street Journal.