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Google and MTV have begun a flirtation by signing a deal to distribute MTV clips through the Google network. The Official Google blog says that clips from MTV and its associated channels such as VH1, Nickelodeon and Comedy Central will start appearing on a site near you that is part of Google's AdSense programme. It is only a toe in the water but may be the prelude to a much bigger alliance.

It is only recently that MTV has woken up to the threat posed by YouTube. It was widely expected that the new 'Flux' web site would be a rival to YouTube. However, at the moment Flux is merely a shop for selling ringtones and pictures. By teaming with Google, MTV may be hoping to use the Internet giant's muscle to challenge YouTube's encroachment into music video.