Google will soon include the ability to search for what's on TV directly from a Google search.
Daniel Alegre is Google's president of global partnerships, and this week he's been speaking to members of the TV industry at the National Association of Broadcasters Show.
As part of that, Google has announced that it will be introducing a new way to find out what's on TV: Google it.
Google can already tell you which of your rental and streaming services are showing a particular film or TV show, of course, but soon it will incorporate live cable services into its service.
When you search for a film or TV show, Google will provide a list of dates and times it will appear on the live TV schedule. It seems users will be able to use an 'Edit Provider' option from this results card to tell Google which specific TV service they are subscribed to.
The move comes as Google has realised that "more and more, viewers are turning to their phones to find out what to watch, where to watch it and when it's available." It has found that such mobile searches have grown "more than 55 percent in the past year alone."
The rest of Google's announcements relate more to advertisers and its back-end business.
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DoubleClick's Dynamic Ad Insertion will make ads "hyper relevant for viewers across any screen". Google's ad platform is also getting smarter, so the process of ensuring that ads from rival companies don't compete within the same ad break will now be automated, and alcohol ads won't appear alongside kid-focused cereal ads.
There's no news yet on precisely when this new feature will be rolling out, so keep your eyes peeled.