Google Tunes Ads to TV

Add one more media market to the already-long list Google (GOOG Quote) is going after.

On Tuesday, Google unveiled a new partnership with satellite television provider EchoStar(DISH Quote). The two companies will work on creating an automated system to buy, sell and deliver television ads over EchoStar's national network.

Google had been testing television ads with local cable companies, and the national deal with EchoStar marks a ratcheting up of the search giant's ambitions when it comes to that lucrative market.

Large advertisers spent $65.4 billion on TV ads in 2006, according to TNS Media Intelligence. And Google is hoping that the formula of automation and accountability that served it so well online will translate to a home run with TV as well.

"With Google TV ads, the entire process is automated -- from planning the campaign to uploading and serving the ad to reporting on its effectiveness," the company reportedly said in an email.

"Like our AdWords advertising program, Google TV ads are bought using an auction model and through a single online interface that is already familiar to agencies and advertisers," it said.

But Google will face a number of obstacles in attempting to replicate its Internet success on the tube. In fact, its foray into the television space may end up resembling its fumbled attempts to be a player in the radio advertising business more than anything.