Google is poised to overtake Britain’s main TV channels in the race for advertising revenue, underlining the internet’s challenge to traditional media.

The internet search company’s advertising revenue in the UK is expected this year to surpass Channel 4’s anticipated 2006 take of £800m. Within 18 months, it is forecast to overtake ITV1, Britain’s leading commercial TV channel and the country’s biggest single recipient of advertising revenue, according to Mindshare and Initiative, two top media buying groups.

Carat, another media buyer, believes the milestone could be passed as early as next year.

Source: FT.com