According to at least one person on reddit, as well as a comment from Google, Android TV users should begin to see an updated UI for Google Play over the next few weeks.
Detailed all the way back in May, Google Play will soon have a few notable changes in terms of appearance. First, it looks more modern, with big header text and emphasis on partner applications. It appears Google is providing a way for partners to highlight content found inside of specific apps, instead of having Google Play be just a listing for all of its apps.
From everything we’ve seen so far, it looks pretty good.
Come to think of it, this new Play UI should pair nicely with the freshly leaked SHIELD TV devices on the way from NVIDIA. How exciting.