The pace of new developments in the online video space has been quite rapid of late, as every internet and media company looks to carve out a strategy. So far, Google's video service has been a laggard, so it's looking to go beyond being a YouTube clone. The company has announced a deal with Viacom to syndicate MTV clips, supported by ads, across selected sites. The service may prove popular among content owners, looking to monetize online video, but it would be a mistake to think it's the only model. There's plenty of value in the less-regulated, user-disseminated clips found on YouTube as they can help build buzz and popularity for a show (as the Daily Show can attest). If profiting from online video directly means signing exclusive deals, and keeping tight control of the content, any short-term profits may be to the detriment of a long-term strategy.
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