Broadcast, media and web firms such as NBC Universal (NBCU), Time Warner (TW) and Amazon, Inc. are among the content providers that have signed partnership agreements this week in support of the Google TV service, which will provide viewers with integrated web functions, content and applications on their television sets. First announced in May, Google TV is designed to work through set-top boxes or web-enabled televisions and will feature remote controls with touch pads and keyboards. Like Google’s Android mobile phone operating system, Google TV provides an open platform for developers to create a variety of applications for an integrated Internet-TV experience and thus differs from Apple’s rival TV product, which limits users to programs and movies that are streamed from the company’s iTunes store or from web services such as Netflix and YouTube. Detailing the new partnerships on Monday, Google disclosed that NBCU has developed a “CNBC Real Time” application for Google TV that will enable users to track stocks and access news feeds in tandem with live CNBC financial broadcasts. Turner Broadcasting, a unit of TW, has optimized its TBS, TNT, CNN, Cartoon Network and other cable channels for Google TV, and TW will also provide hundreds of programming hours to Google TV through its enhanced “HBO GO” website. The National Basketball Association (NBA), meanwhile, will provide a new Game Time application that provides real-time scores and game highlights, and Amazon will contribute 75,000 subscription-based films and TV shows through its Video-On-Demand service. (Netflix’s streaming video service will also be available through Google TV.) On Wednesday, Logitech International took the wraps off of the first Google TV set-top box to make it to market. Later this month, Sony is expected to launch a series of web-enabled TVs and Blu-ray players with built-in Google TV functionality. In a Monday blog post, Google observed that the partnerships promise “a new world of apps . . . for TV.”