Google ready for prime time with video streamcasts on Net

NEW YORK -- Search engine leader Google Inc. is delving deeper into an unconventional business, offering an Internet streamcast of last week's television premiere of Chris Rock's new comedy.

Other online outlets have made network prime-time shows available before, but ''Everybody Hates Chris" marks Google's most high-profile video offering so far.

It comes as Google increasingly ventures beyond its search roots as it battles the likes of Yahoo Inc. and Microsoft Corp.

The series premiere -- 21 minutes long after removing commercials -- is being offered through Google's servers through Thursday, when the new episode broadcasts on UPN.

To prevent further distribution, the video is available as an on-demand stream rather than a download, which could be stored on a computer and copied.

For UPN, the offering is an opportunity to reach viewers, particularly younger ones, who might have missed the premiere on broadcast TV.

For Google, it is a chance to demonstrate that its Google Video service, still in a ''beta" test phase, is more than a collection of home videos, which users are encouraged to upload.

''We're constantly exploring new ideas on how to deliver content to users," said Peter Chane, senior business product manager for Google's video team.

He described the Rock offering as a test of ''how many users want to watch the show on the Internet if they didn't watch it on television."

Through Google Video, professionals and amateurs alike may submit video that is indexed and then displayed through a browser-based video player. All the currently available videos are free, but Google hopes to eventually charge for some material in partnership with the content providers.

Larry Kramer, president of CBS Digital Media, which oversees UPN's website, said the network had to work out special rights with the production company, UPN affiliates, and owners of music featured on the show.

Chane and Kramer would not say whether any money changed hands as part of the deal.

This year, the WB debuted its new series ''Supernatural" on Yahoo before airing it on television, and last year it showed ''Jack & Bobby" on America Online first.

Yahoo also streamed the pilot of Kirstie Alley's ''Fat Actress" when it debuted on Showtime.

The BBC also is experimenting with video online and plans to let Web users watch its programs up to a week after they have aired.