Last week, there was lots of buzz over Rupert Murdoch's announcement that News Corp was close to buying a cheap search engine, leading us to point to similarities to efforts by big media companies in the past to "get the internet" via "me-too" acquisitions they never quite figured out how to use. The story coming out today, however, is that the target of Murdoch's money is Blinkx, the search tool that received a bunch of hype a year ago, when it launched a client-side contextual search tool. The tool hasn't really lived up to the early hype, but continues to add features. It is a different kind of search engine, so it would avoid the issue of buying "yet another search engine." Also, given Blinkx's recent focus on multimedia, it certainly could fit well with a strategy to tie it into other News Corp properties. So, perhaps it isn't as bad as you might expect. However, it still is going to take a lot to prove that a big media company really can learn how to effectively make use of an internet acquisition.
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