“IT'S CALLED GOSSIP AND OF COURSE IT'S AN OBSESSION OF MINE -ANDY WARHOL

Starting in September, Tinsteltown's largest indie studio (Lionsgate) will be able to monetize those film clips using Google's AdSense service: Sharing, uploading and "mashing up" those clips will be encouraged, because Lionsgate will profit from Google ads sold against them. Google's collaboration with a Hollywood studio stood in stark contrast to the adversarial posture that Hollywood's other entertainment conglomerates have adopted when it comes to YouTube: On July 15, Google complied with a federal judge's demand that it turn over YouTube viewer data to Viacom as evidence in a billion-dollar lawsuit that alleges widespread piracy of Viacom content, including shows such as "South Park," on the video-sharing site.
It was, Mr. Schmidt said, a perfect example of how Hollywood needed to change to adapt the "'anytime, anywhere' consumer model," vs. what he derisively termed "the lawyer model." In short, Viacom hopes to put the horse back in the barn. Mr. Schmidt wants to sell ads on the horse as it runs through town.

-AdAge
July 17 2008