Protected: DTV suppliers & broadcasters should own search
Google, Microsoft and Yahoo are quietly developing new search tools for digital video, foreshadowing a high-stakes technology arms race in the battle for control of consumers’ living rooms. To be quite frank I hope that European providers don’t do the Goo Goo..Ga Ga thing and put all their eggs in one basket. From a business perspective it does not make direct sense for DTV operators to sign up with the above unless they see common value in the deal.
“Google’s effort in the area of DTV search, until now is secret, arguably the most ambitious of the three. According to sources familiar with the plan, the search giant is courting broadcasters and cable networks with a new technology that would do for television what it has already done for the Internet: sort through and reveal needles of video clips from within the haystack archives of major network TV shows.”
Currently there are perhaps few but important suppliers of search and adsense/words platforms for private labelling, the good news is there are only a few more DTV providers. The point being that you contain and manage your advertising revenue and what could be more important to broadcasters and distribution companies.
I am not a DTV expert but I could see shared advertising revenue opportunities with broadcasters. Take for example the Amazon Search Recommendation feature tightly integrated within the user interface which will also bring up sponsered advertsing links, when a user clicks on a link Amazon gets revenue.
All the sponsered links are matched to the users recent search queries. The sponsored links are provided by Clickriver Ads and by other 3rd party ad networks. Clickriver Ads is an advertising program - currently in beta - that allows businesses to advertise services and products that complement the selection on Amazon.com. Clickriver is offered by A9.com, a wholly owned subsidiary of Amazon.com.
So to be blunt I think especially European broadcasters should take the emphasis off how important their advertisers are for them and take a better look at the viewer because in the near future he is in sole command of who gets the advertising buck.
