Twenty-three percent of Americans used the Internet as a source for news in 2000, according to the Pew Research Center for the People and the Press. In 2006, that number increased to 31 percent. Traditional media sources are taking note of this growing trend and making their Web sites more interactive by emphasizing video heavily. Major business publications such as the Wall Street Journal, Financial Times and BusinessWeek already incorporate video into their online editions on a regular basis. On Monday, CNBC.com announced its revamped Web site, putting great prominence on video. The new site offers video-on-demand and streaming video that surpass their typical broadcast footage.

While these accompaniments offer audiences a greater source of information, they are only as valuable as their air time. Online audio and video search engines can extend the shelf life of this content, allowing users unprecedented access to all archived material. With more than 15,000 archived videos and 75 new clips added each day as on CNBC.com, think of how much more valuable the content would be to audiences if they could search through all of the previously aired material.

PodZinger is already in discussions with companies looking into our audio and video search technology to breathe new life into their archived content. With the ability to now tie advertising to old and new content, making this material available is going to set media apart from one another.