• by Gavin O'Malley  @mp_gavin, December 13, 2007

MTV Networks has reached a deal to distribute its full slate of programming--including music, comedy and other pop-culture brands for all demographics - on AOL Video.

By the end of the week, visitors to AOL Video will have access to short-form video from Comedy Central, MTV, Nickelodeon, VH1 and Spike TV, as well as other sources.

Like most publishers embracing syndication deals, MTV is banking on the theory that a more open distribution policy leads to greater viewership.

"We are eager to expand our reach and drive viewers back to our sites," said Greg Clayman, executive vice president, digital distribution and marketing for MTV Networks.

MTVN has existing distribution deals with Web TV startup Joost and social network Bebo, and more are on the way, according to Clayman. We want to make sure we choose the right distribution partners, rather than letting anyone carry our content," Clayman said.

In addition to its sizable audience across various demographics, AOL also affords MTVN properties various marketing opportunities across its many online properties, Clayman added.

Determined to establish itself as a key content hub online, AOL has been particularly aggressive in its outreach to media companies. In September, it became the first portal to carry ABC programming. Until that point, ABC.com was the only destination where consumers could find shows like "Lost," "Grey's Anatomy," and "Ugly Betty."

Waking to the power of online syndication, CBS recently established a broad Internet distribution platform for its programming through deals with AOL, Joost, Comcast, MSN, and Brightcove, among other partners. In June, NBC partnered with widget maker Clearspring Technologies to increase the spread of its content throughout the Web. NBCU's Hulu.com venture with News Corp. will syndicate content over sites reaching a reported 96% of all Internet visitors (including AOL).

News of the deal comes just weeks after the launch of Hulu.com--the joint venture between NBC Universal and News Corp. which analysts have speculated could change the world of long-form digital content distribution. Hulu's architects have called for broad industry involvement, though ABC has yet to join the bandwagon.