AOL Buys Video Search Firm

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The online video search market is heating up after America Online acquired video search engine Truveo, Burlingame, CA. The move also is expected to benefit Google and its advertisers, since Google and AOL partnered last month.


AOL's move is the latest in a string of new search engine television and video features as Yahoo, Google and MSN vie to be at the top of the video search heap.


Google said at last week's Consumer Electronics Show that it is opening its Google Video Store, an open video marketplace, letting consumers buy and rent a range of video content from CBS Corp., the National Basketball Association and other outlets.


And Google will benefit from AOL's enhanced video search, with its recent acquisition of a 5 percent share in AOL, Dulles, VA, which includes a partnership on video search.


AOL said Truveo's proprietary search engine technology lets it discover video files that cannot be found on other engines. The search engine did not disclose the purchase price of Truveo.


The Truveo acquisition will let AOL.com members access an "extensive collection of updated, hard-to-find video assets," the company said.


As Truveo is integrated into AOL's search and video products in the next few months, AOL.com plans to deliver a "one-stop-shop" search experience for video. AOL also recently launched its Video on Demand destination on AOL.com and an extensive library of 20,000 original video assets.


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