Posted August 17, 2007 6:08 pm by with 3 comments

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AOL purchased Truveo over a year and a half ago—and now it appears that they’re getting serious about dominating the video searchscape. Today they relaunch in an attempt to become the authoritative video search engine, directing searchers to clips on YouTube and Metacafe embedded on Truveo as well as news videos and copyrighted, licensed video content on official websites.

Timothy Tuttle, CEO and co-founder of Truveo and senior vice president of AOL Video, explains:

There has been an explosion in the amount of professionally produced video that’s available on the Web. While today’s popular video sharing sites offer a wide variety of user-generated video, they rarely give users the opportunity to find professional, mainstream video. The new solves this problem, so whether it’s a dog riding a skateboard or the latest episode of “The Daily Show,” is the one-stop site for finding videos from across the Web.

In March, TV Guide announced a service to search licensed content across the web as well. Their service is due out next month. However, their search would not include personal videos such as those found on YouTube. But while Truveo does search YouTube, I’m not so sure I trust its results.

Remember back when a NSFW video was ranking on Google for the term ‘shoes’? Well, those same people came up with a video about muffins. Surprise, surprise: the video ranks #1 on Google for the term ‘muffins.’ But the video is nowhere to be found among the 50+ videos on Truveo’s exhaustive first page of “Top Ranked” results, although YouTube “responses” are.

However, you can sort video results by most popular (now, this week, this month, or of all time), as well as highest rated, most recent and most relevant. I find it interesting that the most relevant tab is the last choice.


  • That’s a bit of revisionist history. AOL was serious about dominating video search when it purchased Singingfish. And with Singingfish, it did dominate video search. It was authoritative, within video aficionado circles. Singingfish’s capabilities blew Truveo away but AOL mismanaged it and ultimately destroyed it.

  • Jordan McCollum

    While I appreciate that the company you founded may have been preeminent at one point, Singingfish’s eventual failure at the hands of AOL doesn’t mean AOL can never try video search again.

    I do know what it’s like to see a good company acquired and slowly killed by its parent company. But labeling this post as “revisionist” is a bit hasty. That implies that I had an agenda in excluding Singingfish—and really, I’ve just never heard of your former company before.

  • I simply have no belief in anything AOL does… I would be surprised if three years from now we would even care if it closed down.