Substantiating an earlier Adweek report that Google and General Electric Co’s NBC Universal have gone their separated ways, the companies recently revealed that they have severed their 2008-signed advertising-sales deal.

The agreement with NBC had bolstered Google’s program that allowed customers to buy TV spots using its self-service website. The program, which initially worked only with Dish Network Corp, included inventory for sale not only on CNBC, MSNBC, Oxygen and SyFy, but also on newer niche networks Chiller and Sleuth.

Under the deal, the revenue was split between NBC and Google; with both the companies collaborating on marketing and research

Confirming about the abandoned partnership with Google, NBC Universal spokeswoman Liz Fischer said in an e-mailed statement: “We're not currently contributing inventory into the Google marketplace, but we continue to work with Google on multiple projects involving advanced advertising.”

However, despite the severing of the Google-NBC agreement, Google still had deals in place with Dish TV, DirecTV, Bloomberg TV, Hallmark Channel, Ovation and the Tennis Channel; though one media-buying executive said other networks may consider pulling their inventory from Google TV Ads due to weak sales activity.

Meanwhile, with Google recently announcing network partnerships for a service that helps users navigate the Web on their television, Mark Piesanen - director of strategic partner development for Google TV Ads - said: “CNBC is an important partner in the launch of Google TV and we are working together on research studies.”