Does Google join the TV advertising market?

Google CEO Eric Schmidt believes Google should be using thier advertising system and targetability, for every form of advertising, including TV.

He called the TV market a big opportunity to provide greater value to advertisers at a Search Engine Strategies Conference earlier this month.

Schmidt presented Google research on “Social and Interactive Television Applications”: that are focused on using broadcast viewing to automatically present relevant information on a web browser.

The system could keep up with users while they channel surf, presenting them with a real-time forum about a live political debate one minute and an ad-hoc chat room for a sporting event in the next. And, all of this would be done without users ever having to type or to even know the name of the program or channel being viewed.

Taking this further, we could collect snippets from the web describing the actors appearing in a movie or present maps of locales within the movie as it takes place (no matter if users are watching it as a live broadcast or as a recoded broadcast).