One of the most watched videos on Google’s YouTube are the music videos, but the problem is the music videos are locked under copyright and the record labels or artists aren’t making any money when they are played for free on YouTube. The result: most high quality music videos are taken out from the site. 

 

However, the aforementioned deal will most likely change that. Google and Universal Music Group plan to create a site distinct from YouTube that would be a sort of a modern-day MTV, but with instant access exactly to the music videos you want to listen and watch. The new site that will reportedly be called Vevo will be closely linked to YouTube. 

 

After Vevo’s creation, Google will most likely strike similar deals with most record labels to become the MTV’s doom. The Web search giant already notified Warner Music Group, Sony and EMI about possible future deals with them involving music video content on Vevo.

 

And Vevo is not going to be all video content. It will also feature "editorial content, merchandising, Webisodes, or artist-generated videos," according to CNET which cited sources close to negotiations. 

 

As for MTV, a few months ago it gave its online music video source a brand new look and titled it MTV Music. However, MTV did not adapt it to the Web 2.0 age, it simply put its videos online, propped some advertisements and that was it. It will probably want to work more on MTV Music if it wants to survive.