MySpace to replace pirate MTV clips paid-for ads

MySpace has agreed a deal with MTV Networks to replace pirate footage of MTV shows with a series of revenue-generating ads. The social-networking site is piloting new anti-piracy software, which will track copyright-infringing footage and replace the video with a series of ads relevant to the clip.

As part of the deal, footage from any MTV or Comedy Central programme, including Punk’d, The Daily Show with Jon Stewart and The Hills, will be tracked by new technology, called Auditude.

When Auditude detects pirate MTV Networks footage, instead of immediately taking it down, it will use its ad-serving platform to place related advertising into the clip and redistribute this on the MySpace video website. Every time the video is viewed, MTV Networks will generate revenue.

Jeff Berman, MySpace president of sale and marketing, says: “This is a game-changer. We’re going from a world of ‘no’ to a world of ‘yes’ while protecting the rights of the copyright holder.”

The pilot is expected to last for around one year, and will initially only apply to the US.

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