Google to Push MTV Networks Videos Across Web

Aug 7, 2006  •  Post A Comment

Google plans to distribute videos from MTV Networks to other companies’ Web sites, giving television networks a new way to syndicate their content across the Web.

Under the deal, Google will deliver ad-supported videos from shows such as Nickelodeon’s “SpongeBob SquarePants” and MTV’s “Laguna Beach” to sites that use the Internet company’s Adsense network, the companies said. Adsense matches advertising to material on Web sites.

The partnership gives MTV Networks a way to extend the distribution of its video clips beyond the Viacom unit’s own Web sites and may give Google a lead over other Internet companies trying to stake out turf in the online video business.

The volume of video on the Web has exploded since last October, when ABC agreed to sell TV show episodes on Apple’s iTunes service. Television studios and networks are loading their Web sites with clips and making programs available for download, and Web companies are trying to lure more users with video features.

Google, the world’s most-used search engine, offers free video clips and lets users buy videos for download. The MTV Networks distribution deal gives Google and its partners a way to seek more revenue from advertising linked to video clips by expanding their availability.

Google’s competitors are also marching into Web video, with AOL last week announcing plans for its own download video service and Amazon reportedly developing a similar project. Microsoft, the world’s biggest software company, plans to introduce a portable media player that will likely accommodate videos, creating a new competitor for Apple’s iPod.