• by Gavin O'Malley  @mp_gavin, June 11, 2007

Podzinger, known until now as a podcast search engine, is getting a new name and more ambitious mission. Rechristened EveryZing, the company now hopes to make searchable the multimedia libraries of the largest media companies around.

"Podcasts were too narrow as a brand opportunity," said Tom Wilde, EveryZing's CEO of about two months. "The company needed to move more broadly to make all multimedia searchable, browsable, and navigable."

EveryZing is attempting to leverage speech recognition, search and optimization technologies to increase the volume of consumable multimedia content offered by partner media companies.

"For our partners, higher consumption translates to an increase in inventory to monetize at a higher value," according to Wilde.

Launched early last year, Podzinger first allowed content providers to make their audio and video files available through its search engine. The company later launched an ad platform serving targeted 10- to 15-second pre-roll video and audio ads before podcasts.

Podzinger has also provided "white label" audio and video search services for media partners including Entercom Radio and TwiT.tv, looking to boost ad revenue.

Wilde sees marketing to media companies like Entercom as a more practical business model than trying to establish itself as a household brand name like Google.

"It's really tough to create a consumer product, and I don't think search verticalization is where the industry is going," he said. "Users seem to expect one search box to create all the magic."

Video search rival Blinkx just went public with the help of Autonomy, a British provider of search tools. The two companies had an existing relationship, with Autonomy offering several of Blinkx's services. Combined with Autonomy's consumer technology, Blinkx was floated in May on the London Stock Exchange's secondary Alternative Investment Market--established in 1995 as a vehicle for trades in small, high-growth companies.