Google prepares to attempt to disrupt yet another industry; also see Why Apple's iTV Will Change Everything for some interesting speculation
But broadcasters are worried about Google gaining too much control over online video advertising. The company continues to advocate an advertising auction model that's been successful in its core search business. That makes perfect sense for a manufacturer selling digital cameras, but it would be disruptive for network ad sales, where prime-time hits are bundled with other less-popular shows so that the winners pay for the losers.
Google needs the cooperation of the programming community to improve the overall accuracy of its video search. Right now, Google TV isn't very effective in correctly identifying TV shows.
In demonstrations with network executives, Google TV confused one network's shows for a rival's. On another occasion, it listed the several ways a popular prime-time show could be watched online and on TV — except on the network's own website