RealTime IT News

Google Gets Family Guy Creator

Kim Malone, the Google executive in charge of online sales and operations for Google AdSense, doesn't own a TV. And why should she?

Google today announced a deal with Media Rights Capital (MRC) to distribute original digital content across Web sites in the AdSense content network.

The "multi-million dollar content," as MRC described it in a statement, will include new animated shows from Seth MacFarlane, creator of animated hits Family Guy and American Dad!, as well as a "How To" series by Raven-Symone and Disney's "That's So Raven."

All the content in the deal will be developed exclusively for digital distribution. Financial terms of the deal were not disclosed.

Google will present MacFarlane's and Symone's programming bundled with banner ads and in-stream video advertising, which users must click to view the content.

This is a crucial element of Google and Malone's philosophy that advertisements should invite potential customers, not intrude upon them. The idea is that if users have control over how much advertising they consume, marketers will in turn know which types of ads work and which do not.

As broadband penetration has deepened in the U.S., it's made Web video as technically feasible for many Americans as cable TV. But so far, the mystery of how to monetize high-quality Web video content has gone largely unsolved.

But MRC Co-CEO Asif Satchu thinks his company may have an answer after first approaching Google a year ago.

"We feel this partnership answers the question of how best to reach viewers online, because the Web is fragmented into millions and millions of viewing destinations," Satchu said in a statement.

"AdSense connects all of those fragments and offers us access to them in one simple and powerful distribution solution."

Malone is equally optimistic.

"This combination allows for the creation of original content that was historically too expensive to produce for Internet distribution and connects advertisers with high-quality content," she said in a statement.

Last summer, Google signed a similar deal with Viacom to distribute MTV content. Given Viacom's $1 billion suit against Google, it's perhaps not surprising that a Viacom spokesperson told internetnews.com "That test program concluded. It's no longer in place."