The times they are a-changin':
What could cause such a drastic change in MTV's attitude? Auditude, a technology that allows MTV to identify even small clips of their content using audio and video fingerprinting.
With Auditude, MTV Networks will be able to identify practically any of their content on MySpace - so long as Auditude has a record of it - without relying on user-generated keywords or tags. Once identified, the MySpace-hosted MTV content becomes an advertising platform for MTV. Auditude allows them to add a video overlay to the clip, advertising the content source, the original broadcast date, and links to purchase the entire episode or other related content