Word: mtv
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Dates: during 2000-2009
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...TIME: You've done a series of recent partnerships with eBay, MySpace, MTV and others. What's driving these deals? Schmidt: Toward the beginning of the year, we recognized that we needed to get good at partnerships. I'm just going to try to be blunt here. It had not been a core part of how we were trying to run the company. So we tried to pick partners that represented different initiatives that we wanted to work with for a long time...
...MTV was very clever. They wanted to be the launch partner for building the following: putting ads in front of their video content and jointly serving the resulting product off third-party sites, which is a huge distribution network for us. So you notice that each one of them is the leader in their category and wanted to do something that was really neat, really innovative from the standpoint of the end-user. Each of them solved a new problem...
...maybe if we just wait a while, the ship will right itself, buoyed up by a vast ocean of common experience and belief: a commitment to democracy and free markets, intensifying economic links, a shared culture that ranges from the Magna Carta to Montesquieu to Madonna to Mastercard to mtv. In one sense that has to be right. In a world still complex and dangerous, Europeans know they will not often find more natural partners than the Americans. Even as politicians disagree over how to handle Iraq and carbon emissions, French scientists find their labs are being funded along more...
...been looking for new partners. It has teamed with Intuit to enable small-business owners to manage Google ad campaigns, partnered with eBay to offer "click-to-call" ads that connect online shoppers to sellers, joined with MySpace to supply the social network's search and advertising, and helped MTV distribute video clips with ads tacked...
MySpace gets Google into the fastest-growing online communities, Intuit helps Google target a whole new market of business users, and MTV gets Google into video distribution. So what's in it for the partners? For one, they get to avoid competing with Google, a good outcome particularly for companies without an alternative means of coaxing revenue out of their content. "It's easy to collaborate with Google," says MTV president Michael Wolf. "They move fast. We'd like to do even more with them...