MTV: PAY OUT OR STAY OUT

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If you want your MTV, your Internet service provider may have to pay. That's one idea MTV has bandied about late this year.

The MTV proposition milks the idea that the Internet is a cable-like media environment, and online service companies are networks that should pay to distribute Web content they don't produce.

Give the network credit for its aggressiveness, but don't look for it to succeed. Cable companies can get away with charging tiered fees for basic and premium channels, but on the Web, a brand name will go only so far.

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