Microsoft’s Bing is rolling out a new series of updates to its search service tonight, including a deep dive into a media-rich entertainment vertical, as well as other improvements to its existing offerings.
The software company has been pushing hard in the search arena, trying to gain market share from the dominant Google (GOOG) and also the No. 2 player, Yahoo (YHOO).
That has included a different look and feel and very detailed results in certain niches, such as travel and health.
The push into improving entertainment search is a natural one, given its popularity with consumers.
For example, Microsoft (MSFT) will now offer users the ability to play once an entire song out of a 6.8 million-song catalog, rather than just being able to sample a portion.
It will also offer lyrics and a more detailed artist profiles, as well as loads of movie and television information.
“We want to be one of the two major players in search and we are building out to do that,” said Yusuf Mehdi, SVP of Microsoft’s Online Audience Business. “The economic opportunity of search is as good as it gets in the business, if we can make these inroads.”
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