(6 February 2008 7:25 pm)

MUMBAI: Microsoft has announced an online video partnership with MTV Networks International and Sony BMG for video clips on MSN website. The tie up will offer video streams and on-demand video clips from some of the biggest shows from MTV.

The deal will see music videos from artists as diverse as Elvis and Britney Spears made available via MSN Video across European countries including the UK, France and Germany.

Microsoft's deal with MTV, which spans nine countries, will initially involve clips from shows primarily from the company's flagship channel such as Pimp My Ride, Punk'd, South Park, Cribs and The Hills.

Some clips from other channels such as Comedy Central, Nickelodeon and Paramount Comedy will be available in some markets.

MSN already offers a cleaned up, ad heavy, alternative to YouTube, but it seems these latest deals are part of its growing efforts to stifle Google's web domination after the $44.6 billion offer to yahoo by Microsoft.

Currently MSN video has an audience of over 100 million in Europe, already offering clips from National Geographic, iFilm and the Discovery Channel.

Most of Western Europe and the UK will be able to use this service shortly, with Denmark, Belgium and Norway adding MTV and Sony BMG's content later in the year.