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Google Buys Media Software Maker SageTV

By Andrew Morse Of DOW JONES NEWSWIRES Google Inc. (GOOG) purchased media software maker SageTV for an undisclosed sum, a move that will likely bolster the search engine company's efforts to build out its own television product. SageTV, of Inglewood, Calif., makes digital video recorder and media center software. The company has several products, including "place-shifting" technology that allows users to watch media remotely. "The SageTV team has developed the latest in media management software," a Google spokeswoman said in a statement. "We look forward to working with them to take this technology to the next level." The acquisition comes as Google attempts to extend its brand power to the television market. Last year, the Mountain View, Calif., company unveiled its Google TV service, which is designed to let people both access the Internet and search for live television listings from their television sets. The search company partnered with content companies, including NBC, and streaming services, like Netflix Inc. (NFLX) and Amazon.com Inc. (AMZN), to provide television and movie programming for Google TV. It also partnered with Logitech International SA (LOGI, LOGN.VX) and Sony Corp. (SNE, 6758.TO) to create devices that run the service. Google TV aims to augment television viewing by allowing users to access the entirety of the Internet on their TV set. That differs from the approach taken by competitor Apple Inc. (AAPL), which limits Internet material accessible via its Apple TV product. On Monday, Google shares were little changed at $485. -By Andrew Morse, Dow Jones Newswires; 415-439-6402; andrew.morse@dowjones.com

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