Some media companies with audio and video content, like NPR and others, are aggressively seeking ways to get programming listed in Internet search engine results.
On the other hand, search engine companies are eager to extend their empires from the static world of text to video and audio, but technical hurdles are holding them back.
“The stakes are enormous, not just for the search engines, but for content owners hoping to harness the Internet, stand out in the online information glut and attract new audiences. The winning search companies could become the gatekeepers in a new era of media increasingly defined by consumers’ ability to seek out programming on their own terms and consume when and how they want.”
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