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MySpace & MTV cash in on pirated videos

Technology inserts adverts into uploaded clips

MySpace and MTV are joining forces in a bid to make money from pirated videos.

While Auditude's technology isn't new, its application of it is, Turoczy added.

"In the past, content owners have used identification methods as a means of identifying unauthorised content for the sake of calling out the attack dogs and sending take-down notices," Turoczy noted.

"The Auditude solution takes exactly the opposite tack: identifying content as a means to extend MTV Networks' reach with the MySpace audience. It's an incredibly innovative way to embrace the behaviour of today's web users while giving something back to the content owners."

He went on to note that the Auditude tool also provides detailed viewing metrics and click-thru data metrics to content owners, which has been hard to come by for online video.

"MTV Networks also gains the ability to compare those MySpace findings with the information they have about television viewers and people who access MTV Networks' content through authorised distribution channels," he said.

"For an industry that lives and dies by audience analysis, this new windfall of data - from a previously untapped resource - is a veritable metrics gold mine, certain to provide reams of reports and analysis in the short term. In the long term, it could change how - and where - MTV Networks' programming is released and distributed."

Jason Kincaid, a blogger at TechCrunch, added that after years of being told not to upload these videos, users may be hesitant at first to warm to a new policy.

"But if it catches on (and it probably will), expect to see content owners flock to form partnerships with MySpace - there isn't currently another video platform out there that is able to identify and monetise content this effectively," Kincaid added.

"We'll probably also see the Auditude platform implemented elsewhere as other sites try to catch up."

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