Youtube contained a lot of Comedy Central's videoclips until they ordered Youtube to remove the clips. Loud noise was heard and they allowed Youtube to put them back on the site.

But now, Comedy Central has another approach : They've developed their own player and allow users to put clips on their own websites in a similar way that Youtube offers. A date is not yet known for this, but they will probably act fast.
My guess is they will gain popularity fast with this move, as they have The Daily Show and South Park.