Google, MTV in Deal to Syndicate Video

Google said Monday that it had signed an agreement with MTV Networks that will allow the search engine to distribute ad-supported content from the network to Web site publishers via Google Video. Through this program, Web sites will be permitted to showcase clips of programming from various MTV properties at no-charge.

Testing of the service will begin later this month. The agreement marks several firsts: it is the first time video would be transmitted over Google's AdSense network, while also the first time MTV-owned video would be permitted to be show on sites outside of the company's own network.

"With the combination of our video technology, and extensive advertiser and publisher network, Google is in a leading position to help content owners, web publishers and advertisers generate interest and increase revenue opportunities," Google CEO Eric Schmidt said in a statement.

Programming to be showcased includes MTV's "Laguna Beach: The Real OC," the MTV Video Music Awards, and Nickelodeon's "Spongebob Squarepants." The company said it expects to increase the number of programs available as the test proceeds.

In addition to the new partnership, MTV Network programming will be available on a download-to-own basis from Google Video for $1.99 USD per episode. Available shows includes Comedy Central's "Chappelle's Show" and "South Park," MTV's "Beavis & Butthead," "Laguna Beach," "My Super Sweet Sixteen," "Jackass,", MTV2's "WonderShowzen," Nickelodeon's "Spongebob Squarepants" and "Dora the Explorer," and the N's "Beyond the Break," among other programming.

JupiterResearch analyst David Card applauded Google's move. "Syndicating video content along with the ads plays to Google's strengths," he said. "Much more than selling direct to consumers from a destination site with a crummy user experience," apparently referring to Google Video's oft-criticized home page.