MTV looks to monetise piracy

MTV is set to take a different approach to tacking the problem of copyright infringing user content by trailing a new system that will see offending material automatically updated with paid-for ads.

Reuters reports that the trial, which uses technology from third party developer Auditude, is already underway on social networking site MySpace.

This is a game-changer,” MySpace’s president of sales and marketing Jeff Berman stated. We’re going from a world of no to a world of yes while protecting the rights of the copyright holder.”

Auditude’s technology is already used on YouTube, whose content identification tool searches uploaded videos, identifies copyrighted material and allows the content owner to either remove the footage or serve an ad on it.