The search engine giant is always quick to dispel claims that it's going for Microsoft's jugular, but who's it kidding?

Is all fair in love and war?

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having listened to the BBC World Service documentary inside Google a couple of weeks ago, i think it was apparent that they intend to not only take on Microsoft but also be the global leaders in what has been termed media convergence.

I noted Marissa Mayer, Google's vice president was recently at the the Edinburgh International Television Festival trying to allay fears about the inexorable growth of Google (and its video on demand) spelling the end of traditional media like television.

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