Chad Hurley’s Google Blog post today on the future of online video is rather bland at first glance. Citing the 13 hours of video uploaded to YouTube every minute, Hurley argues that “online video broadcasting will be the most ubiquitous and accessible form of communication…available on any screen - in your your living room, or on your device in your pocket.” We’ve heard this from just about everyone.

But take a step back and consider this vision in the context of Google’s larger strategy. Google is at its core a filter for the ever increasing amount of information available online. Its strength is in the algorithm, they’re masters of solving the challenge of delivering reliable results electronically. With video as opposed to text, this is particularly tricky but if done well it will be difficult to beat.

To get to other screens Google either needs to manufacture hardware, or they need to partner with manufacturers and add value through software, the path Google has taken to date. Their partnership with Panasonic is likely the first of many similar deals. Microsoft has gone down both roads, using the XBox as a gateway to deliver online content to the TV, and working with hardware manufacturers to integrate their MediaRoom IPTV solution.

The cable industry, threatened that one day they may be circumvented completely, is working closely with online video leader Move Networks, Black Arrow and others to integrate online video, improve ad targeting and effectiveness and increase interactivity into the next generation of set-top boxes. Millions are being spent on initiatives like Tru2way and Project Canoe to keep their business viable.

The battle over the software integrated into next generation televisions and cell phones is the final frontier in the fight for the future of media. Cable has a strong lead in their existing user-base, but their devices were designed for hundreds of channels, never for thousands or millions, and they have a major technological hurdles to overcome to remain competitive.

Hurley says “In ten years, we believe that online video broadcasting will be the most ubiquitous and accessible form of communication.” If new software integrated directly into existing devices can create a better user experience and a better value for advertisers, in the next decade we may be able to remove the set-top box entirely from the equation and use Google as our primary filter for video discovery and consumption on our TVs and phones.