• CNet, Thursday, February 18, 2010 3:05 PM

Rumor has it that Google is taking a close look at a start-up specializing in cloud media. The Los Angeles-based startup, named Catch Media, aims to make it simpler for consumers to devour digital movies, music, and books across different hardware and service platforms. According CNet's Media Maverick blog, "it could help the search giant keep pace with Apple's expected efforts to take iTunes to cloud computing."

Apple has recently engaged in discussions with top labels about offering a free streaming music service. Catch, for its part, has developed a technology that helps hardware companies and service providers register, track, route and clear digital media as it moves across different platforms. "Conceivably," notes Media Maverick, "Catch is one way Google could equip Android cellphone owners with a means to access their iTunes music libraries."

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