Okay, we know that after the talks between Google and Viacom failed to come up with a deal, Viacom got the service of Joost for the distribution of its products while filing $1billion lawsuit against Google… and what’s next?

Now, Viacom partnered Yahoo! as their provider of search advertising at their 33 internet sites:

Media conglomerate Viacom Inc. said Tuesday that it had chosen Yahoo Inc. to provide search advertising for 33 of its Internet sites in a major boost to Yahoo’s new Web ad system.

The system, dubbed Project Panama, was launched in early February and is seen as a key test of Yahoo’s ability to offer advertisers a competing technology to Web search leader Google Inc (down $1.71 to $466.50, Charts).  (source)

It’s an obvious act of battling with Google. Startup Meme pointed out that Viacom is seriously angry with Google.

So, if this is the real situation, then Viacom might be thinking that by partnering Yahoo!, the number 1 Google’s competitor in Search and Ad business, Google will be downed. But would it happen? Okay, here’s Steve Bryant point:

But as much as everyone wants to paint this story as a loss for Google, let’s not forget the G Poppa is making some aggressive moves into Viacom’s bread and butter territory: Television. Google is testing an ad system in California, wrapped up a deal with Dish Network last week, and is reportedly about to partner with DirectTV too.

So even if Viacom partners with Google on the Web, who’s to say they won’t use Google in another medium? Viacom, after all, has a lot of channels. And each of those channels buys commercial time separately, either through an internal department or through an advertising agency. Do you think Viacom will exert such top-down control as to prevent any of those actors from using Google? Hell, they can’t even keep their own web sites from using YouTube.

Is it true that Viacom’s men are really using or exploiting Youtube’s services? I don’t know if it’s true but Valleywag’s report seems true:

 The bloggers at Comedy Central, one of several cable networks owned by Viacom, exploit a service called Scenemaker, which lets users tag and cut online video; once copied over, the video shows up as hosted at scenemaker.com, rather than youtube.com; and the Youtube logo is stripped off. (Thanks to Valleywag commenter, kavalier, for spotting this.) The Comedy Central Insider site started using Scenemaker immediately after the parent company accused Google of building a video business on copyright piracy, suggesting a deliberate effort to cover up the conglomerate’s hypocrisy.

So, Viacom doesn’t only hate Google but is also exploiting Google (as it exploit Youtube).

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