“Hollywood used to fume when fans uploaded video clips to the Internet to share with their friends,” said Jessica Guynn in the Los Angeles Times online. “Now it's looking to cash in on them.” MTV Networks is teaming up with MySpace and technology company Auditude to sell ads alongside clips of MTV shows uploaded, with or without permission, by MySpace users.

So MTV wants to “place ads alongside the content that is being infringed” upon? asked Mathew Ingram in the Globe and Mail online. “That's almost like legalizing prostitution or marijuana” and then “taxing it to generate revenue.” It’s also “a little ironic,” seeing as MTV’s parent company, “Viacom, is still suing Google for $1-billion in a long-running copyright infringement case.”

It was only a matter of time before media companies started “reclaiming pirated content,” said Murad Ahmed in the Times Online. “YouTube already employs a content identification tool that gives content owners the choice of removing infringing material or applying an” ad—and YouTube claims “that copyright owners chose to add advertising rather than block pirate videos 90 per cent of the time.”