Google's headline-inducing acquisition of "Everybody Hates Chris" is part of a larger deal than I realized when that TV pilot was first released on Google Video. Google has reportedly signed an agreement with UPN to provide streaming access to already-aired TV shows, and is in discussion with the always forward-thinking BBC. This page shows a more formal presentation of the Chris Rock show than I had seen before, and is an early glimpse of how Google might break away from the stark Google Video page design to showcase premium content.

This is heading for a tug of war. Presenting free access to once-broadcast TV show undercuts the rerun and syndication aftermarkets. The Chris Rock show will soon be pulled after its extremely brief four-day "run," and perhaps that model of limited engagement is what gives Google entree with the networks. A certain value equation can be proposed whereby unfettered online access (with commercial cut out) can serve as an indidpensible promotion without taking up a broadcast slot.

For shows with overarching story lines, like "Lost" and "24," Google's proposition is especially intriguing, I would think. I noticed that last night ABC aired last week's "Lost" in the hour before a fresh episode, presumably to acquire viewers who missed the premiere. In that case the hour undoubtedly earned money, but as the weeks go by the plan becomes unfeasible. Shows like "24" are nearly impossible to rerun or syndicate, so reliant are they on continued viewer involvement. In those cases, Google could help build audience during the season, and also prep the market for DVD compilations.