Google
has serious plans for the broadcast industry for which it is currently
working on a new version of its search engine designed for TV content.
Now,with content going 100% digital, television uplinking teleports
are looking like larger versions of Internet data centers. By the
same logic, why can't we expect TV Search Engines to look like larger,
more powerful versions of existing (text) search engines?
Next
Generation Online Advertising
Perhaps
it's an acknowledgement of increasing Internet bandwidths - but the
success of YouTube, viral videos & the all-pervading video clip cutlture
illustrate the undoubted popularity of video on the Internet.
Quite clearly, video ads are the next generation of online ads.
Although Google Video's beta launch was a non-starter, it has been
re-launched. Google offers click-to-play video ads that appear on
the web sites of its publisher network. And it's new automated auction
service makes it easy for marketers to place video ads on publisher
web sites. This, coupled with the viewer-friendly features* of Google's
Video player will ensure that Google Video is here to stay.
* Unlike other video ads that automatically play, Google's video ads
require the user to click on them. And viewers can forward, pause
the video & click through to the advertiser's site.
From
PC to TV
All major I.T. cos. & Internet service providers are planning their
move from the PC to the television set. Including IT majors Microsoft
& Intel, who are developing electronic program guides (EPGs) that
will enable viewers with a broadband Internet connection to choose
from a wide range of video & film entertainment than is currently
available.
While some like U.K. based telecom giant BT plan to limit viewing
choice to content suppliers who have tied up with them, Microsoft
& Intel are planning to bring unlimited choice into IP TV!.
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Microsoft's
Media Center
All you need is a digital TV
set. Attach a Microsoft Media Center player or an Xbox console
and you will be able to trawl the Internet to view any video
content.
This technology certainly promises to change the current concept
of broadcast TV.
There is some scepticism (mainly from the broadcast industry?)
as to whether the Internet will be provide & sustain the
humungous bandwidth requirements needed for mass streaming
of live video.
In this regard, it is pertinent
to note that to-date, Internet bandwidth has been growing
in leaps & bounds to carry whatever volumes of data that
it is required to. And quite successfully, too.
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Google has a similar vision of empowering viewers to watch any film
or program they want via the internet. And Google believes the route
is by offering a dedicated search engine which will work like an advanced
electronic program guide
Redefining
Traditional Broadcasting
In most developed countries, the upper limit of TV channels accessible
is around 500. (Now, many people would call that adequate!) In poorer
countries, that number is significantly less. So what is Google's
plan?
Google (like other IT majors Microsoft & Intel) wants to make available
to viewers all the content & channels in the world on demand. For
this, viewers will need to use Google's (proposed) video search
engine to search for television channels & content.
And considering that Google will not charge any fee for its video
search engine, how does it propose to generate income? Most likely
by adopting its Internet paid search ("AdSense") model - Google
displays text alongside search results, based on keywords "bid"
for by advertisers. These paid ad links that appear to the right
of all Google searches have made Google Nasdaq's fastest growing
member.
One possible route could be as follows: Google could ask marketers
to bid for sound bytes (e.g. "beauty", "fair", "lovely"). Whenever
video content would be displayed as part of a search result, Google
would check if the content had the specified sound byte. Google
would then display the commercial as a link with a text caption
or Google (with its million servers!) could actually host the spot
for download - or stream it.
Of course, Google could classify content by genre as well as other
key words (perhaps ultimately even tying up with channels & content
producers). And marketers would bid for these keywords in addition
to sound bytes.
Net
Neutrality
Net
neutrality refers to the fact that the Internet is "blind" to the
content passing through its pipelines. This is how the Internet
currently operates. This means that top-of-the chain service providers
like Google, Skype can charge fees based on transactions,ads, etc.
while the infrastructure providers (typically telecom & cable operators)
receive carriage fees.
There is a move afoot to disrupt "net neutrality". (Obviously, telecom
operators & cable cos. are not satisfied with the income distribution!
) Net neutrality is one of the pillars of "free" services like Google
& Skype - therefore any change may have a severe impact on business
models.
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