The WSJ reports Google and Viacom have joined forces to syndicate MTV content around the web.
The clips will be embedded with video advertising and the resulting ad revenue will be shared between Viacom, Google and other Web sites that run the clips.
“Our technology takes MTV’s video, marries it to an ad, and shows it on a third site. No one’s ever done this before,” Google Chief Executive Eric Schmidt said in an interview. “If this works, it would be a very large business for all players.”
This is a shot in the arm for Google’s Video Adwords efforts.