It's well known that MTV owns the teenagers offline media market and it is obvious as long as the television provides instant access to latest songs and videos for free. In the latest period, the owner of MTV, Viacom, was involved in a worldwide dispute with Google's YouTube, an online video-sharing service that allows users to upload and share movies using a simple web interface. Viacom demanded YouTube to remove almost 100.000 clips from the page because they consider Google receives praises and money for the content provided by other publishers without paying for it.

After the removal was started, Viacom blamed YouTube for the incredible amount of traffic recorded by their website. Viacom tried to make Google sly by making a new partnership with Joost, a program owned by the founders of Skype, to allow them to distribute their videos safe and secure. As a reply to this decision, YouTube made several agreements with NBA, Chelsea FC and BBC to increase the number of the videos they provide.

Today, a new chapter from the Viacom vs. YouTube story was presented by MTV that decided to create thousands of websites to support its TV programs. The decision is quite interesting because YouTube is only a web based service that records a huge traffic while MTV is more popular in the offline market where the audience is really amazing.

"Folks that had been spending time building MySpace pages and watching YouTube videos will start tracking their favorite bands and shows through MTV. While MTV is being the most aggressive today, all of the networks are realizing that this is the future and that online revenue could someday rival the money they get from TV advertising. Advertisers can expect a massive influx of inventory as consumers will create millions of music video and content mash-ups featuring their favorite shows," Marketing Shift reported today.

Although MTV has a powerful strategy to help its owner Viacom to compete with YouTube, I'm almost 100 percent sure that Google's product will remain the leader in its category. The video service managed to remain on the first position and even increased its traffic after the Viacom removal so it's obvious that YouTube is powerful enough to compete with offline leaders.