Toffler
MTV is going into Overdrive online.
Cabler has unveiled programming details for its broadband Internet network, MTV Overdrive, set to launch April 25.
It will include six channels of live performances, artist interviews and short-form programming. Some programs will stream live, while others will be available on demand.
Plans for Overdrive had been revealed by MTV Networks chair-CEO Judy McGrath during this year's Consumer Electronics Show (
Daily Variety, Jan. 7).
Net is undoubtedly launching its online channels to take advantage of the boom in Web advertising that has fueled record earnings for companies like Yahoo!
Online video advertising, which will be a key component of Overdrive, has been a particularly hot market.
MTV has already signed up several major advertisers for Overdrive including Microsoft and Sony Pictures.
Net is building a dedicated digital studio at its Times Square offices to produce exclusive content.
Channels include "News," which will include updates from MTV News; "Music," featuring musicvideos, clips and footage from the "MTV.com Live" performance series; "On TV," stocked with behind-the-scenes access to such staples as "Real World" and "TRL"; "Movies," featuring film trailers and celebrity interviews; and "The Lineup," a stream of highlights from the other five channels.
MTV is considering adding channels devoted to videogame culture and personal style.
"Like our audience, we are always evolving, finding new ways to create compelling content for breakthrough technologies, and Overdrive is a powerful new platform that allows users to have more control over the way they experience MTV," MTV Networks Group president Van Toffler said.
Service uses Microsoft digital media technology, taking advantage of a strategic partnership MTV Networks and the tech giant unveiled at CES in January.
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