(Updates to reflect correct name of Slingbox product)

Google is a few months away from releasing Google TV, its new service that blends television with Internet capabilities.

But at the Allen & Co conference in Sun Valley, where the masters of media, entertainment and technology congregate every July to schmooze and talk shop, one attendee with experience mixing TV with the Web noted the challenges facing Google as it tries to conquer the living room.

The “entertainment experience is not just about having a search box and some great algorithms. We all want that and we all enjoy that part of the experience” but it’s only one part of the experience, said Blake Krikorian.

As the co-founder of Sling Media, Krikorian developed the Slingbox — which allows consumers to stream their television programming to their PCs. In 2007, EchoStar acquired Sling Media for about $380 million.

Krikorian said that getting the content and programming right — the traditional DNA of Hollywood and New York media companies — will be the key for a tech company like Google to succeed in the living room.