TV Guide has steered viewers through thousands of TV shows for over 53 years - and it seems they'll now be doing the same for internet videos. Gemstar-TV Guide International Inc. will be launching a test version of an online video search tool next month, allowing viewers to find clips and full episodes of TV shows which are posted on the web. The tool arrives amid a steady flood of video content on the web, featuring user-uploaded clips posted and viewed by millions.
However, instead of collecting user-generated videos similar to those found on YouTube and Revver, TV Guide's tool will search through 60 websites from major network players, such as ABC and Fox, as well as video portals like AOL and Google, to find network and original programming produced by major media companies. After all, internet viewers want quick access to high-quality network shows - and Gemstar believe there is money to be made by providing a tool to sift through such content.
So where will that money be coming from? You guessed it: from selling ads on the new search site and by licensing TV Guide technology.
"For us, the notion of guidance has changed dramatically," Gemstar chief executive Richard Battista commented. "It used to be about TV guidance, but now it's about video guidance - and TV Guide needs to be the leading provider of video guidance."
So how will TV Guide fare in the game of video search? Many believe that the head start enjoyed by companies such as Google could be difficult to match up to. Moreover, companies with the ball already rolling are likely to expand their video search capabilities, and TV Guide will merely be breaking into their video search shoes.
"We're making a bet, but we think it's a safe bet and consistent with our mission," said Richard Cusick, senior vice president of digital media at Gemstar-TVGuide.
Rob Enderle, a technology analyst, believes the move is not only smart, but essential. He stated:
"If [TV Guide] don't want to become obsolete, they have to get into the search business." He added that the strength of the brand could be a key element in attracting users.
"Everybody says, 'Who's going to be the TV Guide of online video?' and we say, why shouldn't it be us?" added Cusick.
And with a name that has 'guide' written all over it, he's all too right. A formal launch of TV Guide's online video search tool is planned for September 2007.
