Sony announces BIVL (BRAVIA Internet Video Link).

If you buy on of the new Sony BRAVIA TVs that support BIVL you can skip the Apple TV and get the Internet Video Link device from Sony and slap it on the back of your BRAVIA TV/.
Sony's BIVL will enable access to Internet video programming, including high-definition content, from providers like AOL, Yahoo! and Grouper, as well as Sony Pictures Entertainment and Sony BMG Music. The Sony internet video streamer module also supports RSS feed reading.

The BIVL will ship in July and retail for about $300.
More details about the Sony BRAVIA Internet Video Link can be found in this Sony press-release.