If you thought the future of the web was TV, you would be mistaken as Google issued a warning to companies that think they can broadcast distribute network TV shows and films globally.
The search engine giant warned that the Internet should not be used for TV and that services like its own YouTube, which acquired it last year for $1.65bn, and newer arrivals such as Joost will bring the Internet to its knees. Google said that was already investing heavily just to keep data flowing.
Many have talked of the internet in some instances replacing TV with its own online shows and content, but Google said that it simply does not "scale".
Vincent Dureau, head of TV technology for Google, said at the Cable Europe congress: "The web infrastructure, and even Google's (infrastructure) doesn't scale. It's not going to offer the quality of service that consumers expect."
The company instead said it would work together with cable operators to combine its technology for searching for video and TV footage and its tailored advertising with the cable networks high-quality delivery of shows.
Google's warning comes in the same week that BSkyB announced it is to launch a user-generated content channel called Sky Cast on TV and the Internet, with video technology powered by Google.
Unlike existing UGC channels, Sky Cast will link user-generated content to other programming strands and Google will provide the search bar on the portal and share ad revenues with Sky.
Last week, Google announced its fourth-quarter profits have increased nearly threefold from $372m (£189m) to $1.03bn. The company's revenues for the quarter rose 67% from $1.92bn to $3.21bn, thanks to an increase in search traffic and better targeting of online ads.
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