Bing is doubling down on Facebook integration, while Google is moving aggressively into the media space with Google TV and Chrome OS netbooks. Bing announced on Wednesday some new Facebook integration features that include displaying Facebook "likes" from your friends in your search results. Say you were searching for information on Bing about Star Wars. If several of your friends have liked Star Wars anywhere on the Web, those likes could appear in your search results. The thinking is that you are more likely to click through to a site or service if a friend recommends it. Google has a similar social search feature that focuses primarily on pulling information from Twitter, Digg, Friendfeed, and Google services such as Gmail and Reader. The search giant is also getting set to launch some kind of social networking service. The search giant recently launched Google TV set-top boxes from Logitech and HDTVs from Sony. These devices are the latest attempt to merge the Web with broadcast television. In typical Google fashion, Google TV's mechanism for content discovery is search. Just enter the name of a movie or television show you want to see into Google TV, and you'll see results that include local TV listings and Websites offering the show you want to see. While Bing may want to be a strong competitor to Google, consider one undeniable truth about search in the U.S.: no war exists, because Google won the battle for search a long time ago. On Wednesday, comScore released its U.S. search engine rankings for September. Google came out on top with 65.4 percent of all U.S. searches, with Yahoo in second place at 17.4 percent, and Microsoft in third with 11.1 percent of American searches. ASK and AOL trailed the three leaders with 3.8 percent and 2.3 percent respectively. The search war may be over in terms of Web traffic, but battles for the living room, the social Web and even mobile devices has just begun. Article by Ian Paul on PC World