Auditude helps monetize MTV Networks’ videos on Myspace
By Dave Jeyes
Ever since Web sites like YouTube and Myspace started allowing users to upload videos, copyright holders have been perplexed as to how to stem the tidal wave of their content being posted for free online. Auditude is partnering with MTV Networks and Myspace to find and monetize video uploaded to the popular social networking site.
For the last few years television networks and movie studios have made futile attempts to control the massive amounts of content being uploaded to user-generated content sites. After years of playing cat and mouse with the Web sites, forcing them to take down videos that are often replaced within minutes, MTV Networks is trying a different approach.
MTV Networks is working with Auditude and Myspace to identify its content on Myspace’s popular social networking service. Auditude will help identify popular MTV shows such as “The Daily Show” and “Punk’d” after a user uploads them.
Once Auditude identifies MTV’s protected content, the companies will overlay an ad on the Myspace video to monetize the content. This solution works by matching the video to a ‘fingerprint’ taken from MTV’s original program within just a few seconds of the video.
This model follows in the footsteps of the Video ID service launched by YouTube last year. That service allows copyright-holders the ability to take down or advertise on their content on the video-sharing site.
Auditude’s advantage over YouTube is its ability to integrate its video identification and advertising platform into other video outlets. Then the copyright holders would only need to work with Auditude to identify their video on multiple Web sites.
Traditional media is still wary of online sites that allow users to upload content. If the partnership between MTV, Myspace and Auditude is successful, it could encourage other television networks and studios to take the same approach.
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