In a further reach for online video, Google Inc. will begin distributing clips from MTV Networks’ shows to other Web sites through its budding video service in a model that offers content creators a new source of distribution and revenue.
The deal announced Sunday will begin as a test later this month, offering 100 hours of programming from clips of “Laguna Beach: The Real Orange County,” “SpongeBob SquarePants” and MTV’s Video Music Awards. The partnership will expand video through Google’s advertising network to a variety of sites and is likely to spawn further such deals, making video a far more integral element of online advertising.
Video has become one of the fastest-growing formats online as new delivery mechanisms, faster computers and wider broadband adoption make the medium more accessible to a broader audience.
“Collaborating with Google gives us a terrific opportunity to take our content and distribute it even more widely on the Web in a seamless and targeted way,” said Tom Freston, president and chief executive of Viacom, MTV’s parent.
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