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Eric Schmidt, the CEO of Google-the world’s most popular and widely used advertising system, has announced that a new system called Claim Your Content is “very close to be turned on“. Schmidt made these comments in a one on one interview with John Seigenthaler, a former reporter with NBC’s Nightly News, at the National Association of Broadcasters Conference last night.

Google previously promised such a technology by the start of 2007, but later reports surfaced that it has decided to discard in-house development and will instead by using the content filtering technology provided by Audible Magic, which currently has MySpace as its major client.

The delay in the launch of content filtering technology really annoyed Media companies, with Viacom first smashing Google with a massive DMCA take down notice to 100,000 videos on Youtube, then with a $1 billion law suit accusing Google of failing to protect its copyrighted content, and then finally a partnership with rival Yahoo in search advertisement. Similarly CBS made it sure that Google has not part to play in the CBS Interactive Distribution Network.