MTVN Entertains Fans Online

MTV Networks (MTVN) is expanding its online offerings by creating several content hubs centered on shows with insatiable fan bases.

by Helen Leggatt

The move comes following the success of their first vertical channel launch earlier this year. Fans of the television show Best Week Ever flocked to www.bestweekever.tv to view exclusive content.

Known as "hyper programmed" online experiences, or vertical channels, the sites will target net-savvy, niche audiences by mixing programming with user-generated content.

"These [sites] serve as successful models for a new interactive, hyper-programming approach and represent the next phase in the evolution of media for consumers, from broadcast networks to cable channels and now to hyper-programmed verticals," said Van Toffler, president of MTVN's music and Logo division.

Upcoming online channels due to launch in 2007 include "Web Junk," companion site to the VH1 TV show "Web Junk 20" and “Eye Candy”, a video hub where fans can view, download and edit VH1’s celebrity footage.

"We're excited about these new channels because they are part of what the MTV Music Group has historically been about: meeting consumers' tastes," said Brian Graden, president of entertainment at MTV Networks Music Group and president of Logo (via MarketingVox).