Digital Media

Some have blamed the cognac. Others think he's just a little left of loopy.

But Kanye West certainly got them going on Twitter when he wandered on stage to upstage country singer Taylor Swift as she accepted the Best Female Video award at the MTV Video Music Awards on Sunday.

West embarrassed himself by grabbing Swift's mic and making a rather creepy mess of his self image. Should you wonder what caused West's bizarre behavior, well, it appears he was upset that Beyonce didn't win. If only he'd waited till the end of the ceremony, he would have been able to applaud from the safety of his seat; Beyonce ended up winning the rather larger kahuna, the Video of the Year award.

He also might have prevented a frenzy of tweeting, including from those present at the event. The wondrous Pink, for example, tweeted: "Kanye west is the biggest piece of shit on earth. Quote me." (I do anything Pink tells me.) However, this sudden, frenzied burst of tweeting does give one pause for further thought.

Trendrr figures suggest that 293,024 tweets were dispatched by outraged or, perhaps, supportive beings in the single hour after West let his sense of occasion drift beyond Antarctica and keep going.

With Twitter changing its terms of service and now dedicating itself to the pursuit of advertising lucre, one wonders just what opportunities brands might have to pursue instant tweeting audiences like the one inadvertently delivered by West.

Naturally, there is a certain joy to be experienced in the thought that it was West who sparked such extraordinary Twitter activity, when he is truly, deeply, and perhaps even madly anti-Twitter. In May, he made it very clear just how upset he was that Twitter housed Kanye West impersonators and demanded to have his name returned to him.

I wonder whether he wants it back now.

(Credit: Beatles: Rock Band)

Beatles lovers will soon be able to feel what it's like to sing and play with the Fab Four in the interactive game The Beatles: Rock Band. But what famous Beatles tunes will be featured on the disc?

Rock Band makers MTV Games and Harmonix revealed 19 more songs Tuesday, bringing the total of known tracks to 44 and leaving the final tune a mystery.

The Beatles: Rock Band lets players sing, strum the guitar or bass, or hit the drums to play with John, Paul, George, and Ringo as they tour the world. Players can join in with the Beatles, starting from their early days in tiny Liverpool clubs to their final performance on the rooftop at their Apple recording studio.

The game's origins stem from a conversation between Dhani Harrison, son of the late George Harrison, and MTV President Van Toffler. Harrison eventually took the idea to the Beatles' Apple Corps and also sold the concept to Paul McCartney, Ringo Starr, and Yoko Ono.

Though part of the Rock Band franchise, the Beatles game was designed from the ground up with new graphics, menus, and interfaces.

Beatles: Rock Band is set to hit stores on September 9 for Microsoft's Xbox 360, Sony's PlayStation 3, and the Nintendo Wii. The software alone sells for $59.99. The Premium bundle sells for $249.99 and comes with all the Rock Band equipment, including Beatles-branded drums, microphone, and mic stand.

The 44 songs in the game so far are:
A Hard Day's Night
And Your Bird Can Sing
Back In The U.S.S.R.
Birthday
Boys
Can't Buy Me Love
Come Together
Day Tripper
Dear Prudence
Dig A Pony
Do You Want To Know A Secret
Don't Let Me Down
Drive My Car
Eight Days A Week
Get Back
Getting Better
Good Morning Good Morning
Hello Goodbye
Helter Skelter
Here Comes The Sun
Hey Bulldog
I Am The Walrus
I Feel Fine
I Me Mine
I Saw Her Standing There
I Wanna Be Your Man
I Want to Hold Your Hand
I Want You (She's So Heavy)
I'm Looking Through You
I've Got A Feeling
If I Needed Someone
Lucy in the Sky with Diamonds
Octopus's Garden
Paperback Writer
Revolution
Sgt. Pepper's Lonely Hearts Club Band
Something
Taxman
Ticket To Ride
Twist And Shout
While My Guitar Gently Weeps
With a Little Help from My Friends
Within You Without You / Tomorrow Never Knows
Yellow Submarine

This post was updated at 1:40 p.m. PDT with RealNetworks' correction of the percentage of employees laid off.

Entertainment software company Real Networks laid off 12 employees within its music division or about 9 percent of the division staff, the company said Thursday.

The cuts come a week after RealNetworks reported marked decreases in the number of subscribers at its Rhapsody music subscription and online radio units.

Rhapsody, which is partly owned by Viacom's MTV Networks, lost 50,000 of its 800,000 subscribers over the past three months, RealNetworks said last week in its second-quarter earnings report.

In addition, a partnership with telecom company Comcast ended and that was blamed for a dramatic drop-off in RealNetworks' radio subscribers, from 1.2 million down to 75,000, the company reported. That's not a typo. When Comcast discontinued the service, more than 1.1 million no longer had access to Rhapsody.

RealNetworks' revenue for the second quarter fell 11.1 percent to $135.7 million, the Seattle-based company said.

RealNetworks CEO Rob Glaser said the slide in Rhapsody subscribers was partly due to a rise in the number of credit card defaults, which he said was likely brought on by the bad economy.

No matter what the reasons, Rhapsody's performance will not be welcomed news to for proponents of music subscription services. The sector is a favorite of many at the major record companies, but has failed to catch on.

If you're an independent musician looking for as many ways to sell and promote your music as possible, and you or a friend has some experience with software development, you'll want to check out the upcoming Rock Band Network, for which Harmonix and MTV Games plan to begin beta testing in late August.

It's more complicated than posting a song to iTunes, but you'll get placement on a more exclusive platform.

(Credit: MTV Games)

To program songs for the game, you or your developer friend first needs a membership to Microsoft's XNA Creators' Club, which was launched a couple years ago to let independent developers create casual games to sell through the Xbox Live Marketplace; a membership costs $49.99 for four months or $99.99 for a year.

You'll then be able to get free tools and instructions from the Rock Band Creators Web site to convert your master recordings to the MIDI charts used by the game. Next, you'll have to submit your song for other creators to critique and finally to MTV Games for approval.

Once approved, the song will enter the Rock Band Network. All songs will debut exclusively for 30 days on the Xbox 360, and the Rock Band team will pick stand-out songs to make available to the Sony PlayStation 3 and Nintendo Wii consoles.

Under the network terms, musicians can charge between 50 cents and $3 per song, and they will keep a 30 percent cut of all sales. That may seem small, compared with the 70 percent cut musicians get for selling their songs on iTunes, which requires much less work, but Rock Band is a much more exclusive platform--you're much more likely to stand out here than among the bazillion songs available through Apple's music store.

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This is sort of interesting. MTV Networks, which certainly has a lot of video content out there on the Web, on Wednesday released the results of an internal study to determine what kinds of advertisements are most effective and online-friendly matches for short-form online videos.

The conclusion? "Project Inform," the MTV survey, found that a five-second-long "pre-roll" ad in advance of the clip, combined with ten seconds of a semi-transparent ad unit that takes up the lower third of the video (and starts about ten seconds in), makes up "both the most effective and the most audience-friendly ad product for short-form online video," according to a release.

MTVN calls this the "lower one-third product suite." It was tested against two other ad packages, the "sideloader," which combines the five-second pre-roll with an ad that rolls out of the side of the video window; and a traditional 30-second pre-roll before the ad.

So, obviously, that's a limited number of options and certainly doesn't reflect the full range of possibilities for online ads. But it was thorough: Project Inform ran consumer survey tests across about 50 million video streams on the Web properties for media brands like MTV, Comedy Central, and Nickelodeon.

"Short-form online video consumption is exploding, but there's still a lot of confusion among marketers over which ad formats deliver for brands without compromising the user experience," Nada Stirratt, executive vice president of digital advertising at the Viacom-owned MTV Networks, said in the release. "By exploring the viability of new ad products around short-form online video, Project Inform provides the type of insights crucial to creating the innovative, custom solutions that this marketplace needs."

The catch is whether even the highest-performing varieties of online video ads still really rake in the dollars. Online video has been notoriously difficult for companies to monetize, but that's in part because the first variety of video to gain traction on the Web was amateur, user-created content (do top-notch advertisers really want their message next to a video of a squirrel on water skis?) and also because traditional, TV-style ads don't have the same impact alongside shorter Web clips.

There have been some promising signs, though. Video portal Hulu has investigated a couple of experimental video ad formats since launching last year, and has had good news to report on the advertising front--like that its inventory sold out a month after its public debut.

Viacom isn't a member of the Hulu joint venture, which now consists of NBC Universal, Disney's ABC Entertainment, and News Corp. But a limited number of episodes from Comedy Central talk shows "The Daily Show with Jon Stewart" and "The Colbert Report" started playing on Hulu last year.

Two new members have been added to the fresh lineup of MySpace's executive ranks, following the appointment of CEO Owen Van Natta last week.

Jason Hirschhorn, most recently president of Sling Media Entertainment and before that MTV Networks' chief digital officer, joins MySpace as its chief product officer. He's the second prominent MTV veteran to take on a role at the News Corp.-owned MySpace in the past year, following MySpace Music president Courtney Holt.

Hirschhorn is firmly on the digital-media and entertainment side of things, something that will invariably come into play as MySpace (ideally) restructures itself as an entertainment destination rather than a networking tool. At Sling, he was charged with the development of the SlingPlayer online video aggregator.

The other new MySpace hire comes from a more traditional Silicon Valley background: Michael Jones, who sold his start-up Userplane to AOL in 2006, joins the company as chief operating officer. MySpace is already familiar with Jones' work: it uses Userplane's chat technology for its Web-based chat client, MySpaceIM.

Both will be based in Los Angeles and report directly to Van Natta.

Viacom's MTV Networks has brought some of its television content to Netflix's library of streaming online video, the companies announced Monday.

Yaaaaaaay! SpongeBob is taking over your Netflix account!

(Credit: Nickelodeon)

The offering consists primarily of kids' shows from the Nickelodeon network, with select seasons from the shows "iCarly," "Blue's Clues," "Dora the Explorer," "SpongeBob SquarePants," and a handful of others, as well as the first nine seasons of "South Park," the Comedy Central animated series that you probably don't want your kids watching.

Netflix's streaming-video service still very much takes the back burner to its DVDs-by-mail service, but the company has deals in place with TiVo, Boxee, Microsoft's Xbox, and some HDTV providers.

It's also the second streaming Netflix deal for Viacom, which licensed content from its Logo network last year. Viacom has also signed content deals with Joost (Disclosure: CNET News publisher CBS is an investor in Joost) and NBC Universal-News Corp. joint venture Hulu, which now runs episodes of Comedy Central's hit talk shows "The Daily Show with Jon Stewart" and "The Colbert Report."

One major player in the video world with which you probably won't see MTV Networks making a deal any time soon: YouTube. Viacom still has an outstanding lawsuit against YouTube parent company Google over infringing content.

Media giant Viacom plans to restrict the embedding of music videos from MTV Networks.

Justin Tormey, a staff member for MTVN developer services, announced in a blog posting Friday that starting next month, the company would no longer make video embeds available through MTV's API:

We've got a number of changes coming on the MTVN Content API. If you're currently using the API for your site or application please take note of the changes and the timeline.

First, we want to thank everyone for their involvement with the API. You've provided valuable feedback and insight through your usage, forum posts and comments.

Going forward we'll no longer be making our embeddable video player directly available to third-party developers. Specifically, starting in early March the nodes, which contain our embedded player, will no longer be published in any returns.

We'll also be updating our returns to include links to our videos on the new MTV Music site. The node will now contain these links.

While developers won't be able to incorporate MTVN's video content, apparently end users will still be able to use an embed code, but there's no word on whether this will change, according to an exchange TechCrunch had with MTVN.

Corporate communications representative Mark Jafar told the site:

All of our online video is and will remain embeddable for end users, just like Hulu. That includes music videos, clips, and full-episode content across MTV.com, VH1.com, ComedyCentral.com, and our entire Web portfolio.

The only thing we're pulling back is fully open access to our music video API, and it's purely an issue of economics. Every music video we stream through the API costs us money due to our deals with the record labels, regardless of whether an ad is attached or not. So, allowing developers to use the open music video API can be a money-losing proposition for us. However, we're absolutely open to extending the music video API to third-party publishers who are willing to work with us to monetize. It's all about striking that right balance between innovation and commerce as we continue to move forward and try new things.

As TechCrunch notes, when other TV media companies are embracing the distributive power of the Internet, it's sad to see a company resisting that opportunity.

Update at 7:59 a.m. PST: A RealNetworks representative quashes a rumor about a RealNetworks-MTV joint venture.

The long-expected layoffs at Viacom, parent company of MTV Networks, have finally taken place.

According to an internal memo (first leaked to gossip blog Gawker), 850 positions have been cut. That amounts to 7 percent of the company's workforce.

"Our advantages and best efforts can't completely protect Viacom from the very serious and broad-based challenges of this economic recession," CEO Philippe Dauman wrote in the e-mail. "Viacom's long-term health will depend on our shared commitment to adapt, to innovate and to make difficult choices. To compete and thrive, we need to create an organization and a cost structure that are in step with the evolving economic environment."

A press release Thursday from Viacom gave a more detailed explanation: "The restructuring and write-down together will result in a pre-tax charge of $400 million to $450 million, or $0.42 to $0.48 per diluted share, in the fourth quarter of 2008. These staffing and compensation actions and write-downs are expected to result in pre-tax savings of $200 million to $250 million in 2009."

It's been common knowledge that Viacom layoffs were on the way, and the company had already canceled its big holiday parties this year, giving employees two extra vacation days in exchange.

In addition to MTV, Viacom owns BET Networks and Paramount Pictures. Its cable channels include Comedy Central, Nickelodeon, VH1, and Noggin.

According to a separate post on Gawker, the New York office for MTV-RealNetworks joint venture Rhapsody America is rumored to have closed, leaving 25 people jobless. RealNetworks spokesman Ryan Luckin said in an e-mail to me on Thursday that the rumor is false.