MySpace seals with Viacom to allow video clip sharing

Internet users who upload video pirated from the television may no longer find the clips being taken down or find themselves in trouble. Instead they may become an important part in helping broadcasters make money from the web.

MySpace, the social networking site owned by Rupert Murdoch’s News Corporation, says it will start using new technology that will identified pirated material and insert an advert along the bottom of the video.

The sale of that advert will generate revenue that is then shared between MySpace and the TV company that created the clip.

"This is a game-changer," said Jeff Berman, president of sales and marketing at MySpace. "We're going from a world of no to a world of yes while protecting the rights of the copyright holder."

MySpace is using a digital fingerprinting technology created by Auditude, a company led by a former MTV executive, and will trial it first in partnership with MTV’s parent company, Viacom. Auditude is able to index and scan hours of TV and online footage in a split second, and will be searching for clips from popular Viacom shows such as Comedy Central’s The Daily Show with Jon Stewart and MTV’s Punk’d.

Clips from Viacom shows, many of which are popular among young viewers, have been among those most often pirated and uploaded by the mainly young users of social networking and video sharing sites – much to the fury of Viacom.

The company is currently pursuing a $1bn lawsuit against Google’s YouTube over what it says are millions of incidences of copyright infringement by users who uploaded clips of its shows to the video sharing website. It has held out against revenue sharing deals that other broadcasters have signed with YouTube, saying the site does not do enough to identify and take down copyrighted material. YouTube says it has implemented video identification technology similar to Auditude’s.

Mika Salmi, president of global digital media at MTV Networks, lavished praise on what he said is News Corp’s more accommodating attitude.

"This deal with MySpace is quite different," he said. "MySpace has always respected copyright and is more progressive about copyright in our mind. The way we're pushing this out with Auditude and MySpace is different than with YouTube or our past associations there."

News Corp is also a major broadcaster and producer in its own right, owning the Fox television network that makes The Simpsons, Family Guy and American Idol.

The ads served through Auditude are called "attribution overlay," a semitransparent strip that covers the lower third of the video player. Although the exact formatting of the overlay will vary as the companies experiment, it will identify the channel that provides the program as well as links to either see a full-length episode or purchase a download. In addition, the overlay can convey a separate brand message from an advertiser that could trigger a second video within the player.

Suggested Topics
ebooksAn unforgettable anthology of contemporary reportage
Life and Style

Board creates magnetic field to achieve lift

There have been various incidents of social media users inadvertently flouting the law

Life and Style
Stack ‘em high?: quantity doesn’t always trump quality, as Friends of the Earth can testify
techThe proliferation of online petitions allows us to register our protests at the touch of a button. But do they change anything?
Bourgogne wine maker Laboure-Roi vice president Thibault Garin (L) offers the company's 2013 Beaujolais Nouveau wine to the guest in the wine spa at the Hakone Yunessun spa resort facilities in Hakone town, Kanagawa prefecture, some 100-kilometre west of Tokyo
CSKA Moscow celebrate after equalising with a late penalty
footballCSKA Moscow 2 Manchester City 2: Premier League champions let two goal lead slip in Russia
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Money & Business

Trainee Recruitment Consultants

£20000 - £25000 per annum + OTE £Competitive: SThree: SThree Group and have be...

Helpdesk Analyst

£23000 per annum + pension and 22 days holiday: Ashdown Group: An established ...

Senior Helpdesk Analyst / Service Desk Co-ordinator

£27000 per annum + pension, 22 days holiday: Ashdown Group: An established ind...

Senior Pensions Administrator

£23000 - £26000 Per Annum: Clearwater People Solutions Ltd: Our client is curr...

Day In a Page

Indiana serial killer? Man arrested for murdering teenage prostitute confesses to six other murders - and police fear there could be many more

A new American serial killer?

Police fear man arrested for murder of teen prostitute could be responsible for killing spree dating back 20 years
Sweetie, the fake 10-year-old girl designed to catch online predators, claims her first scalp

Sting to trap paedophiles may not carry weight in UK courts

Computer image of ‘Sweetie’ represented entrapment, experts say
Fukushima nuclear crisis: Evacuees still stuck in cramped emergency housing three years on - and may never return home

Return to Fukushima – a land they will never call home again

Evacuees still stuck in cramped emergency housing three years on from nuclear disaster
Wildlife Photographer of the Year: Intimate image of resting lions claims top prize

Wildlife Photographer of the Year

Intimate image of resting lions claims top prize
Online petitions: Sign here to change the world

Want to change the world? Just sign here

The proliferation of online petitions allows us to register our protests at the touch of a button. But do they change anything?
Ed Sheeran hits back after being labelled too boring to headline festivals

'You need me, I don’t need you'

Ed Sheeran hits back after being labelled too boring to headline festivals
How to Get Away with Murder: Shonda Rhimes reinvents the legal drama

How to Get Away with Murder

Shonda Rhimes reinvents the legal drama
A cup of tea is every worker's right

Hard to swallow

Three hospitals in Leicester have banned their staff from drinking tea and coffee in public areas. Christopher Hirst explains why he thinks that a cuppa is every worker's right
Which animals are nearly extinct?

Which animals are nearly extinct?

Conservationists in Kenya are in mourning after the death of a white northern rhino, which has left the species with a single male. These are the other species on the brink
12 best children's shoes

Perfect for leaf-kicking: 12 best children's shoes

Find footwear perfect to keep kids' feet protected this autumn
Anderlecht vs Arsenal: Gunners' ray of light Aaron Ramsey shines again

Arsenal’s ray of light ready to shine again

Aaron Ramsey’s injury record has prompted a club investigation. For now, the midfielder is just happy to be fit to face Anderlecht in the Champions League
Comment: David Moyes' show of sensitivity thrown back in his face by former Manchester United manager Sir Alex Ferguson

Moyes’ show of sensitivity thrown back in his face... by Ferguson

Manchester United legend tramples on successor who resisted criticising his inheritance
Two super-sized ships have cruised into British waters, but how big can these behemoths get?

Super-sized ships: How big can they get?

Two of the largest vessels in the world cruised into UK waters last week
British doctors on brink of 'cure' for paralysis with spinal cord treatment

British doctors on brink of cure for paralysis

Sufferers can now be offered the possibility of cure thanks to a revolutionary implant of regenerative cells
Ranked seventh in world’s best tourist cities - not London, or Edinburgh, but Salisbury

Lonely Planet’s Best in Travel 2015

UK city beats Vienna, Paris and New York to be ranked seventh in world’s best tourist destinations - but it's not London