The New York Times reports Toshiba, LG, Sharp, Samsung and Vizio have Google TV projects going, that they may have been all planning to unveil those at CES but that Google may have asked them to delay their unveiling until next software update including full Google Marketplace support is ready. Samsung may still show a couple Google TV devices at CES, Toshiba has confirmed they won't, Vizio might show some Google TV stuff but only privately and maybe not to be blogged about.
So Google faces challenges in getting American TV networks to agree to allow them to stream TV shows from the web on the Google TV platform. I have estimated that if Google and Adobe wanted, if the negociations with US TV networks wouldn't lead to a solution, that they could unleash a software update to present both the browser and the flash plugin as "User Agent: Generic" making detection by US TV networks impossible and thus forcing them to either remove online TV streaming completely or just regard Google TV as same user terminal as any "normal" laptop or desktop computer.
So let's assume Google TV will have only a limited showing at CES, perhaps Google is trying to coordinate a giant unveiling of second phase of Google TV at CeBIT in March, by that time, more of the major manufacturers could present boxes, Google would present not only Google Marketplace and smoother software integration, they could launch world wide Google TV support (not limited to US anymore), they could also, as suggested by Tudor Brown ARM President last month, present cheaper ARM Powered Google TV devices such as the concept of a $99 ARM Powered Google TV box.
The $99 ARM Powered Google TV set-top-box is an important target, as that makes it affordable enough that everyone will buy one, providing full performance for 1080p YouTube streaming and the HDMI pass-through and IR blaster features, it would provide for the perfect platform to revolutionize TV.