SpongeBob and SquarePants on the Web

Google Inc. and MTV Networks are collaborating to test an innovative video distribution model that will serve consumers, web publishers and advertisers.

Google will distribute ad-supported content from MTV Networks to targeted website publishers, allowing publishers to showcase clips from premium programming like Nickelodeon's SpongeBob SquarePants and MTV's Laguna Beach to enhance the content on their websites.

As the first-of-its-kind offering from both companies, this new model will provide users with new ways to experience content and create targeted marketing vehicles for advertisers.

It will serve to promote programming that is available via cable, satellite and other distribution platforms carrying MTVN's on-air channels. The companies expect to be testing the model later this month.

This venture marks the first time integrated video programming and advertising will be made available directly to Google's extensive AdSense network, which delivers targeted text and image ads to its network of websites and blogs.

This represents the first time clips from MTV Networks' kids and family, music and entertainment programming will be available to consumers widely across the Web on an ad-supported basis on sites outside MTVN's proprietary sites.