MTV cues up plan for niche Web sites
Cable conglom developing 'hyper-programmed verticals'
More Articles:
Most Viewed:
Anderson working on 'Master'(5545 views)Sundance unveils competition lineup(5398 views)Comcast, GE unveil NBC U deal(3325 views)NBR's best: 'Up in the Air'(3253 views)Sundance unveils complete lineup(2946 views)Johnny Depp eyes Pancho Villa role(1900 views) |
Some are using program brands, like "World Series of Pop Culture" or "My Super Sweet 16," while others are based on the potential interests of MTV viewers, like rock and hip-hop, celebrity news and personal development.
MTV plans to launch the first of what it's calling "hyper-programmed verticals" in the first half of next year.
They will offer a wide array of tools with which users can design their own experience, in some cases by using content from MTV's own library. Conglom is also hoping the sites will serve as doorways to draw visitors into all of its other Internet offerings.
Strategy grew out of the success VH1 has enjoyed with a regularly updated "Best Week Ever" Web site.
MTV has seen mixed results from its online programming and music ventures but continues to invest in and launch new products aggressively in hopes of reaching young consumers as they migrate online. Mika Salmi, former prexy of Atom Entertainment, was recently tapped to head all of MTV's digital efforts.
