Does Your Company Feel Threatened by Search Engines?

Watch Time Warner's CEO and Other Top Industry Execs Respond on Video

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NEW YORK (AdAge.com) -- AOL needs to get in the game and be more competitive against Google and Yahoo to show that it's not dead, Time Warner CEO Richard Parsons told the National Cable & Telecommunications Association Convention meeting in Atlanta's Georgia World Congress Center.

Six top executives
Mr. Parsons was one of six top executives on the "View From the Top: Leadership Perspectives" panel who were asked if they viewed Google and Yahoo as significant threats to their content and distribution businesses.

The Time Warner chief said the two search-engine giants are overturning the old realities of advertising and media and are "very good for the content side of our business because they provide new ways to reach more people with more content."

"I think they present an interesting challenge to the distribution side of our business -- the cable side of our business," he said. "But that challenge is not imminent and I see ways that the two can actually work together to provide consumers with an enhanced set of offerings that can cross-promote each other."

Brian Roberts of Comcast
Brian Roberts, CEO of Comcast, which competes with Time Warner Cable, said the search engines "are disrupting the advertising business in a way that may have some implications to people on this panel, probably more so than they do for us. We have about 6% of our revenue in advertising, so we're not primarily an advertising company. But I think they are also groundbreakers in showing where advertising wants to go. And where it wants to go is targeted advertising."

Mr. Roberts said search engines were causing "incredible change" to the business and went on to point out that cable companies such as his are the best positioned to deliver one-to-one TV advertising.
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