Microsoft has announced new video content deals with MTV and Sony BMG as part of a renewed strategy for MSN Video.

The announcement was made at Microsoft's Visions for Video event, during which the company outlined its aims for the online video market in the UK.

Rob Crossen, portal business manager for MSN UK, said: "Online video has exploded in the last year and we are seeing growing competition for consumers' eyeballs as traditional media companies and new players enter the game.

"As advertisers follow these eyeballs, online video advertising is expected to be the fastest growing ad category on the web for the foreseeable future.

"Our vision for MSN UK is to provide what we call the 'social portal', combining content that informs and entertains with social networking via Windows Live services for our audience.

"Video is a key element of that social portal, and our goal is to offer our audiences the best content around."

The new deals will give MSN Video viewers access to content including MTV shows such as Pimp My Ride and Punk'd as well as videos and backstage footage from Sony BMG's collection of artists.

The new content will be added to MSN Video's existing selection of news, music, movie trailers, celebrity gossip and entertainment videos as well as u ser generated content on Soapbox.