Despite a high-profile revolt by such big-media types as CBS and Viacom, Google chief Eric Schmidt says YouTube remains firm in its commitment to attract licensed content to the popular user generated site.

Schmidt stresses such content can be monetized even if fans aren't viewing it directly from the content owner's site because the Internet is quickly rivaling traditional TV as an advertising medium. "It should be the case that monetizable viewing habits on the Internet should catch up with those on television," he says in Online Media Daily (registration required).

Meanwhile, search engine marketing company 360i released a study finding that broadcast and cable networks are not doing enough to use online tools and services to promote their content. While 80% of the top 35 TV networks use blogs, email alerts and mobile applications, only 8% use more advanced elements like wikis, tagging tools and virtual worlds.