Google Currents aims to take on Flipboard

Google’s launched a Flipboard-style app allowing users to pull in sources like RSS and online publications into a single magazine-style reader.

Google Currents – previously codenamed Propeller – lets users choose from sources such as news sites, video and photo feeds, RSS subscriptions and Google+ streams. It’s positioned squarely against the likes of Propeller and Pulse.

Content includes Forbes, Scientific American and many other publications – TG Daily’s here – following deals with 150-odd publishing partners.

“Content is optimized for smartphones and tablets, allowing you to intuitively navigate between words, pictures and video on large and small screens alike, even if you’re offline,” say product manager Mussie Shore and technical lead Sami Shalabi on a company blog.

“In addition to consuming your favorite media, you can also use the trending tab to discover related content that matches your tastes.”

At the same time, Google’s launching a self-service platform allowing publishers to design, brand and customize their web content.

“For example, if you’re a small regional news outlet, a non-profit organization without access to a mobile development team, or a national TV network with web content, you can effortlessly create hands-on digital publications for Google Currents,” say the team.

Google Currents is now available for download in the US in the Android Market and Apple App Store.