Google Chairman and former CEO Eric Schmidt is going to be the first person from outside the TV industry to deliver a speech at the Edinburgh International Television Festival this Friday.

According to a report published by The Guardian, Mr. Schmidt will tell television executives that the Internet search giant wants to help broadcaster in building a brighter future for the industry.

The “Google needs you” message for broadcasters will show a change in the company’s strategy towards broadcasters and film studios as, in the past, it had fought legal battles against them.

The Guardian wrote, “That is a striking change from the company’s uncompromising stance in the past, when it was fighting legal actions from broadcaster and film studios over alleged copyright infringements.”

Experts are of the view that Google has realized it needs the support of content creators to survive. Good content drives search and search drives advertisements, which is major source of revenue for Google.

The report also claims that Internet search firm has plans to announce a Google programming fund for which the TV companies will have the chance to bid.