Internet giant Google has reached the latest stage on its march toward world domination of online information.

The California-headquartered company's Google Video Store will bring traditional television to the internet through a pay-per-download service.

Google has agreed deals with CBS - newly liberated from Viacom - for TV programs; with Sony BMG for music; and the National Basketball Association to provide US customers with premium content for a fee.

To access the 'store' users will need to download a new Google Video Player onto their PCs.

The payment for content strategy, announced by co-founder Larry Page at the Las Vegas Consumer Electronics Show, is a fundamental break from tradition by Google, which has hitherto sold advertising to profit from the services it operates on the internet.

Page said the search titan's move - which puts it in competition with cable networks, satellite services and other suppliers of TV and movie programs - is designed to create a "positive ecosystem" for producers of video content worldwide.

ApplaudsTodd Board, svp at market researcher Ipsos Insight: "Google has this amazing video-search capability. When people realize how easy it is to get this content, they will come."

Data sourced from Financial Times Online and; additional content by WARC staff