Last week, Google announced an update for YouTube on Android that lets users pair devices with Google TV. This was followed by a bigger Google TV announcement that included this functionality and some other new bells and whistles.

Apparently, that was just the beginning of a larger strategy that will help Google compete with Apple’s Airplay feature. GigaOm is now reporting that Google is working an an “open” alternative to Airplay that will help third-party developers take better advantage of this functionality – beaming content from the mobile device to the television screen.

GigaOm’s Janko Roettgers says Google is hoping to bring “a number” of device and software vendors on board. Roettgers quotes Google product manager Timbo Drayson as saying, “We really want to move the whole industry forward.”

To give you a better idea of the concept, in case you’re unfamiliar with Airplay, here’s how Apple describes it on its site:

AirPlay lets you wirelessly stream what’s on your iOS device to your HDTV and speakers via Apple TV. Or mirror exactly what’s on your display to the big screen. Vacation photos, blockbusters, the latest games — AirPlay and Apple TV put it all on your TV.

Take control on your iPhone, iPad, or iPod touch while the action unfolds on your widescreen TV.3 Patrol the air while commanding the cockpit from your couch. Browse the latest in interior design ideas and save your favorites on your iPhone or iPad. With AirPlay, your TV displays talents it never knew it had.

Now envision similar concepts with Android-based devices and the larger Android ecosystem of apps and content.