The Social

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.

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.

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.

A new kind of video advertising is coming to MySpace.

The company has partnered with a video advertising company, Auditude, and Viacom's MTV Networks division, to bring Auditude's video ads to MTV content on the News Corp.-owned social network's MySpaceTV video hub.

Here's how Auditude works: it can detect MTV Networks content if either MTVN itself or a MySpace user uploads it, and then it implements both targeted ads and "attribution ads," which provide data about the source of the programming. (For example: an "attribution ad" for Comedy Central talk show The Colbert Report could include information about when the program is broadcast on-air.)

Right now, according to a joint release, Auditude already has four years' worth of 100 television channels indexed in its database, plus 250 million standalone videos.

"As one of the leading providers of online video in the world, we give our fans the power not only to consume our content, but also to share and interact with it across the Web," Mika Salmi, president of global digital media at MTV Networks, said in a release. "With Auditude's solution, we can continue to give users the freedom to take our content wherever they go online, while ensuring that we can monetize it as well."

This is a bit of a surprise coming from Viacom, which sued Google's YouTube over the distribution of pirated content. MySpace has reason to feel jilted by YouTube, too--it's no secret that News Corp. had been interested in acquiring YouTube, which can credit a big part of its rise to embedded videos on MySpace profiles, before Google outbid it.

Auditude says that its technology is compatible with YouTube, as well as Veoh, AOL Video, Dailymotion, and others.

But despite Viacom's beef with YouTube, content from MTV Networks can be viewed on a number of partner sites, like Imeem and Veoh, and episodes of Comedy Central's The Daily Show with Jon Stewart and The Colbert Report are available on Hulu, the joint video venture between NBC Universal and News Corp.

MTV Networks also recently launched MTVMusic.com, a compendium of the longstanding pop-culture brand's music videos.

NEW YORK--Viacom division MTV Networks announced Monday that it has turned its minority stake in software company Social Platform into a full acquisition: Social Project, formerly known as Tagworld, is the basis for Viacom's Flux.

MTV Networks launched Flux just over a year ago as a social-networking platform that would be used across all its digital entertainment properties as well as eventually sites outside Viacom. The original Tagworld investment started in November 2006. Flux now powers community features on MTV.com, Colbert Nation, Atom.com, and other Viacom-owned sites, allowing users to access all of them with a single login and profile.

"The web is fragmenting," said Mika Salmi, president of global digital media at MTV Networks in a press conference on Monday, describing Flux as an "open, flat, and connected" technology. "People are attracted to niches and to what they're really interested and passionate about, and we as a company have a history in the cable business of going after niches."

In conjunction, MTV promoted Joshua Dern from vice president of social media strategy to senior vice president and general manager of social media.

Earlier this month, MTV launched what is arguably its most high-profile social initiative,Backchannel, which uses Flux profiles and credentials to power a game centered around the hit show The Hills.

But the service won't become an MTV exclusive. "Even though they're now part of us, we still want them to work with outside Web sites," Salmi said of the Santa Monica, Calif.-based Social Project.

"We will let anyone use the Flux network, with few exceptions," Dern said, adding that the lone exception is...porn.

NEW YORK--Two years after acquiring it, MTV Networks has shaped Atom Films into Atom.com, a sister site to its Comedy Central network dedicated to short-form, Web-based comedy.

Executives from the Viacom-owned MTV Networks held a press conference here on Thursday to kick off the new site, which Executive Vice President of Digital Media Erik Flannigan described as "our punk-rock label...where you're purposely encouraging development that's supposed to (expletive) with the system and break down boundaries."

Along with four new original Web series commissioned by Comedy Central, which range from an animated show about conjoined twins connected at the naughty bits to a live-action series about three clueless slackers who attempt to be militia guards at the U.S.-Mexican border, Atom.com welcomes user-generated submissions. Select videos will be featured in a weekly "Upload Showdown," and winners will become "pro" content creators on Atom.com and have access to additional Comedy Central resources like a spot on a new late-night televised program, Atom TV, a sort of week-in-review special about the site.

Atom TV, which premiered Tuesday morning at 2 a.m., is "jukebox-style, proudly low-budget, (and) super-late-night," according to Scott Roesch, general manager of Atom.com. Eventually, Atom.com will percolate into video-on-demand cable television, where Atom Films had a presence in its early days. Ideally that'll happen later this summer.

More Web shows are on the way, too, including an "advertorial" series called Agency, in which terrible advertisements for real brands are created by an incompetent, fictitious ad agency.

Online comedy video sites are a dime a dozen, but Roesch said that because of the ties to Comedy Central, Atom.com has an immediate lift above the fray. The new site has more than 20,000 videos in its library already, and predecessor AtomFilms.com pulled in more than 1.9 million unique visitors monthly, which execs say is more than online comedy brethren FunnyOrDie, SuperDeluxe, and The Onion combined. Built on Viacom's Flux social platform, Atom.com also aims to be a community site of sorts.

There's a history to it. In 2006, MTV Networks acquired Atom Films, home to online indie hits like Gerbil in a Microwave, along with Shockwave and AddictingGames, and Atom Films founder Mika Salmi became head of MTV's overall digital operations. While the short-form films site had some science fiction and horror hits, too, it was comedy that turned into the real successes, and that's why the company has decided to rebrand it as a comedy-only site. "In the online viewing experience, you've got to grab the viewer immediately," Roesch said, explaining that online video as a whole is best suited to comedic styles.

"There's not a lot of viral tearjerkers," Flannigan added, saying that Web comedy is now an essential part of American youth culture. "There is a social currency in your knowledge of and your passing along of short-form comedy."

Flux, the social-networking initiative started by media giant Viacom, will officially support Google's OpenSocial standard. The developer site for Flux now says that OpenSocial implementation is "coming soon."

Flux, still in an early phase, was one of the few high-profile social networks that had not yet opted to partake in Google's developer standard. MySpace.com, Bebo, LinkedIn, and just about every other name in social media (except Facebook, which has opted to stick with its own developer platform, at least for now) had announced support for OpenSocial, and several have already invited developers to start hacking away. A source close to Flux told CNET News.com that Viacom had held off in part because of uncertainty over how secure the brand-new standard was in its earliest releases.

David Glazer, engineering director for OpenSocial at Google, said to CNET News.com on Thursday that version 0.6 of OpenSocial's application programming interface (API) specification contained large improvements over version 0.5, and that version 0.7, which was released to developers on February 6, contained additional incremental security upgrades.

Viacom first announced Flux in September as a platform for adding interoperable social-networking features to both Viacom-owned and external sites. Since then, it's been gradually rolled out to many MTV Networks (a subsidiary of Viacom) sites as the longtime pop culture influencer works to stay relevant in the digital age.

MTV Networks announced Tuesday that it will distribute its video content across the Web through deals with a number of social-media sites and video portals: GoFish, Veoh, MeeVee, and Imeem. Through this initiative, users of the video sites will be able to view both short- and long-form content provided by MTV Network as well as embed them on blogs and social-networking sites.

The partnerships will start to go live over the next few weeks; representatives from Imeem, for example, said that MTV Networks video content will appear on the social network, which focuses on ad-supported streaming media, in February.

Jon Stewart: He's back from the writers' strike and invading the series of tubes.

(Credit: MTV Networks)

MTV Networks, a division of Viacom, operates a total of 145 television channels and 300 Web sites across the world, but is best known for pop culture-oriented brands like MTV, VH1, Comedy Central, Nickelodeon, and Spike TV.

Tuesday's partnership announcements add to existing Web syndication deals with AOL, Bebo, Fancast, Joost, and MSN. Additionally, some MTV Networks programs already have extensive content available on their own sites; last year, the Comedy Central programs The Daily Show with Jon Stewart and later South Park became fully available on the Web in a library of ad-supported clips.

The company's decision to syndicate its content to select partner sites across the Web comes at a time when many other big media players are choosing to do the same thing. NBC and News Corp. joined forces to create Hulu, which has both a central portal as well as syndication partners. Rival CBS, meanwhile, has amassed its own set of video syndication outlets.

For all these content creators, it's a way to make sure that their video can circulate online with advertising support. MTV Networks' parent company, Viacom, still has a $1 billion lawsuit standing against the Google-owned YouTube for allegedly facilitating the distribution of pirated video. And two of MTV Networks' new syndication outlets, Veoh and Dailymotion, are partners in the antipiracy coalition announced in October designed to combat infringing content--a coalition from which Google is notably absent.

Viacom's MTV Networks unit announced on Tuesday that it has created Digital Fusion, a new-media advertising division designed to bring together the marketing for its oft-disparate digital brands.

Digital Fusion, according to a release from MTV Networks, encompasses both innovation and consolidation. On one hand, it's an efficiency move to give the company an edge in the increasingly competitive online-ad market. But with that renewed efficiency, MTV hopes to go further, using it to "create entirely new digital-ad products, from creative uses of existing inventory to original interactive experiences, including video content, online games, microsites, and widgets." Mobile content will also be a major component of the Digital Fusion strategy.

It's an ambitious plan indeed. MTV now counts its "digital portfolio" at more than 300 sites. After all, it's the sprawling group that counts among its ranks many of Viacom's youth- and pop culture-oriented cable television properties--MTV, MTV2, MTVU, VH1, VH1 Classic, CMT, Comedy Central, Nickelodeon, Nick at Nite, TV Land, Noggin, The N, Spike TV--and the digital properties associated with those brands.

MTV Networks' digital initiatives grew more complicated earlier this year, when the company formally announced Flux, its much-anticipated foray into social networking. Since Flux operates on a "distributed" model that sites outside of MTV Networks can implement, the centralized advertising unit will likely help wrangle the advertising efforts across a diverse set of properties that might otherwise be unaffiliated.

In charge of Digital Fusion is Jason Witt, whose new title is senior vice president and general manager of the new unit.