By: Deepti Jain

The Web giant google has announced that it is partnering with EchoStar Communications to sell commercials over the Dish satellite broadcaster’s 125 national programming networks, an early indicator of how the Internet giant plans to use its $10.6 billion online-ad business to conquer television.This is the online search leader’s latest effort to extend its marketing muscle beyond the Internet.

Under the EchoStar deal, advertisers will use Google’s AdWords automated auction interface to bid on ad spots. Advertisers can upload their TV commercials and select the desired time of day and channel, as well as choose regional or national area coverage. They can also target the ad based on a show’s demographics, such as males 18 to 34 years old, said Keval Desai, director of product management for Google TV Ads.

Google is in discussions with several cable providers, Google’s Desai said, but he declined to elaborate. “This model and product works for anybody who has TV ad inventory; networks, satellite operators and cable operators.”

Google’s earlier expansion into radio and print advertising hasn’t made much of a financial dent so far. Internet ads accounted for virtually all of Google’s $10.6 billion in revenue last year.”The biggest question of all is, does Google have the capability of being a multimedia ad broker?”

Read full story at CNET news

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