So, it’s not surprising that Google has announced yet another business model for YouTube, this time it’s hoping a combination of new shows and movies, combined with new Google TV Ads Online, will inject something into its bottom line.

This is a new feature of Google TV Ads that lets advertisers place commercials into the ad breaks of TV programs watched online. It works in the same way as Google TV Ads: advertisers can target specific programs and select their cost-per-thousand (CPM) bid. Based on their targets, budget and bid, ads are inserted in the same program breaks that were designed for advertising when the programs first aired.

The new TV shows and movies will come courtesy of new partnerships with Sony Pictures, CBS, MGM, Lionsgate, Starz and the good ole BBC. Now instead of "dozens" of movies, YouTube users can view "hundreds" of them–oooooh!

What’s interesting is the control Google had to give up in order to get the Sony deal. According to CNET…

YouTube has agreed to display the films using a video player from Crackle, Sony Pictures’ own video site. The studio will control all the advertising for the films and Crackle will also get credit for the traffic.

Kind of demonstrates the weak negotiating position Google has with YouTube, doesn’t it?

Other noteworthy YouTube developments include a new "Hulu" style design and a promise from CEO Eric Schmidt that we’ll eventually see "micropayments and other forms of subscription models" on YouTube.

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Those who have criticized TV ads include Google’s CEO Eric Schmidt. He once opined as to why he has to settle down to watch a football game, only to be bombarded with advertising that simply does not matter to him.

Big advertisers have long asked that question, but with TV the only game in town, they have largely settled for the models run by Nielsen for such measurement.

To Google co-founder Sergey Brin, who talked about video advertising during Google’s conference call, TV and online measurement have something in common:

I also want to, just while on the subject of video ads, just mention TV ads, which we of course have been running now for a while. We’ve really been getting a lot of interest and bookings from advertisers. And the remarkable thing about television is, it’s surprising, but in fact of the offline advertising, it’s the one that’s closest to Internet level accountability and we feel we can bring much greater ROI type accountability to television advertising, much as we’ve done online.

Brin is referring to something we noted back in April 2007 – Google’s TV advertising test run on EchoStar and tiny cable outfit Astound Cable in California. In September, Google sought TV ad reps to work within its sales business.

The idea that Google could make TV advertising much more quantifiable will not be welcome at the major networks, who have already seen upfront ad buys on the decline as advertisers choose to purchase ad space at their pace, not television’s.

Worse, an advertiser that tries out the Google experience, and gets addicted to the kind of data that makes webmasters dreamy-eyed in their AdWords management consoles, may give the networks an unwelcome shove toward a more accountable model of measuring ad performance. Even if that means going to Google with their ad buys.

Tune In To Google TV Ads

Google earns 99 percent of its revenue from online advertising. Their contextual search products, and expansions into different advertising models like CPM and CPA, still rely on getting those ads in front of Internet users.

That doesn’t seem to be much of a problem these days, as Google has become the dominant player in search and advertising online. But they caution investors with each quarterly financial statement that the possibility exists it could all come crashing down at some point.

Diversifying the revenue stream for a company can be a risky business. Side efforts can distract a company from the core that put it in a position to need such diversity. It’s a risk that Google has wanted to take, by finding ways to inject its auction-based ad model into the world’s of radio and television.

Google will try to make the TV side of the advertising equation a reality with its formal testing of video ads. The company announced it will partner with EchoStar, operator of Dish, and Astound Cable, a small outfit in Northern California.

Though the announcement arrived as a very low-key discussion of the partners and some talking points, it’s likely to be discussed at a much higher volume in the boardrooms of the advertising industry on Madison Avenue.

The Fear of advertising evolving from a nebulous, semi-quantifiable business, navigable only by highly-compensated ad professionals into a measurable commodity product probably has those executives on edge, and with good reason: why pay a lot for a scattershot ad approach when a brand name can go for a highly targeted market segment, and know who watched what, when they watched, and how much of it they viewed.

"With our AdWords and AdSense advertising programs we have seen the benefits of the long tail and we think we can apply these principles to help grow the TV advertising industry," Google said in a statement. "Our goal is to extend the reach and visual power of this medium to include more advertisers, large and small, and help monetize more TV programming with relevant ads."

Madison Avenue may breathe a little easier when considering the travails Google has faced in the radio market. Google’s acquisition of dMarc Broadcasting hasn’t brought Google great success yet, for a variety of reasons.

EchoStar/Dish and Astound have something radio doesn’t: set-top boxes, Sirius and XM Radio subscribers notwithstanding. Measurements Google may not be able to gather as well with terrestrial radio will be a lot easier for them to grab from a set-top box.

Google said advertisers can target by demographic, daypart and channel and pay only for actual impressions delivered, with pricing on a CPM basis.

Imagine the shakeup that could come if Google could make a deal with someone like News Corp’s Fox, to auction ads for a popular show like ‘American Idol’. Google already has a deal in place to provide search and advertising for MySpace, so there could be a natural match to be made there.

(Of course, News Corp did go out and buy online ad placement company Strategic Data Corp in February, so they may be just as terrified by Google too.)

With Google working toward television and video advertising, webmasters may be wondering if there could be some impact on them. Unless advertisers start bypassing online ads in droves in favor of TV ads, it’s hard to imagine Google’s test being detrimental to the market that built Google into a tech powerhouse.