Viacom's aim, CEO Philippe Dauman said at an investor conference, was to "show our content in an environment we control." But online audiences gravitate toward neutral platforms that old-line media companies don't control, from Google's search box to Apple's iTunes Music Store--and to YouTube, which already gets more traffic than all the TV-network websites combined, according to research firm Hitwise. "Eventually all of the copyrighted content will be available on virtually all of the sites," Google CEO Eric Schmidt said in an interview on Bloomberg TV. "The growth of YouTube, the growth of online, is so fundamental that these companies are going to be forced to work with and in the Internet."
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