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Google to Distribute MTV Videos

For the first time Google will distribute ad-supported videos across its AdSense network from a major programming provider, Viacom`s MTV Networks. The project will begin testing later this month. The project is probably a glance to a future Web-based video delivery. Until now, Google`s AdSense network handled mostly text and graphical-oriented brand advertising.

The new project marks the first time MTV will syndicate its shows across the Web beyond the company`s own Web sites. The change parallels what it has done on cable and satellite TV services for the past 25 years. Michael Wolf, president of MTV Networks, said in an interview: "The basis of content on the Internet is shifting from text to video. This is the first way to distribute our content widely across the Internet".

The move to turn into ad-supported Web video delivery comes because of the growing interest in watching videos online, which is now possible as more consumers subscribe to high-speed Internet services. Although MTV Networks owns some of the most powerful global media brands, investors are concerned that MTV may have trouble sustaining growth in audiences and ad rates.