In the first step in his new online digital strategy, Rupert Murdoch looks set to block Google from indexing his news and media sites and alternatively offering exclusive access to Bing.com for the content.

Its an interesting development in the debate about how to monetise online content and Murdoch has been widely criticised for the move. The benefit for Bing.com is clear. Its market share is far, far below that of Google. The beenfit to Murdoch is less clear and it may be the first step in a long term play for both parties.

Both are certainly swimming against the current but may find that their attitude becomes more mainstream in the near future. We don't share their view that this is the best way forward for commercial online content, however.