This has been tried since the beginning of the web content business. Exclusive licenses, semi- exclusive licenses.
I've tried selling somebody else's content for them, I'm talking about some primo photo/video content on a semi-exclusive basis, as semi-exclusive as possible, the seller is only making the content available to ONE other web company and his own of course. What I've found - people who buy exclusive content want exactly that - they aren't interested in sharing with anybody else.
Looks to me like it's either totally exclusive or licensed, people who have the money to invest in exclusive content really want exactly that - exclusivity and total ownership of the content.
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