Google needs content needs Google: listen to Eric Schmidt

Yesterday’s Guardian Media section has a spread trailing a lecture to be given to a media audience on Friday, by Eric Schmidt of Google, at the Edinburgh International Television Festival. The MacTaggart Lecture is sponsored by Media Guardian.

Mainly, the article’s an analysis of the interaction between Google (or search more widely) and the content providers, charting the way the relationship has developed.

Google isn’t a content provider and, largely, has been able to move on from the “copyright busting” image promoted by content providers who targetted both its search business and the range of clips from shows posted on YouTube (owned by Google, of course). Content ID helps: Google’s search capability is harnessed to identifying “pirated” material on YouTube, and providers can either have them removed, advertise against them, or capitalise on them in other ways. YouTube viewers are, after all, a self-generating fan club.

In more depth, the article reviews how the definition of “television” has changed: many people, and a lot of popular content, is now viewed online from archive rather than at the time of broadcast. The BBC’s iPlayer, and other channels’ similar services, facilitate this. And if you watch a commercial channel’s online replay, adverts that get interpolated into the stream. TV replay isn’t killing broadcast advertising; it’s facilitating it.

In the words of the article: “Google needs content creators in order to thrive. Good content drives search, and search drives advertising.” The lecture will be streamed live from 18.45 UK time on Friday: see the link below.

Links:
• ‘Google needs television industry’ will be message at Edinburgh, Media Guardian, 21 Aug 2011 (the printed copy Google: let’s make profits, not war was published 22 Aug)
• Dr. Eric Schmidt to deliver MacTaggart Lecture, Edinburgh International Television Festival. The list of past speakers is here.
• Relay of lecture, Friday 26 August, 18.45 BST; see http://www.youtube.com/user/mgeitf and click the link for the 2011 lecture (the link here is current, but may change)
• YouTube ContentID

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