Viacom and Microsoft agreed to collaborate on advertising, content distribution, events and gaming in a five-year deal valued at about $500 million, TelevisionWeek reports
. Microsoft will serve ads for Viacom sites (which include the Web presences for networks such as MTV, Comedy Central and Nickelodeon), and the software maker will sell remnant display ad inventory on the sites. Microsoft will buy ads on Viacom’s TV and broadband networks and the parties will work together on promotions for awards shows on MTV and BET, the Journal said. GigOm points out
that the deal may pressure Google to makes similar arrangements with other content providers to block Microsoft’s advertising play.