MTV Launches Test Version of Social Networking Channel
"MTV is challenging the status quo in TV programming and transferring control directly to its audience", said Angel Gambino, vice president of commercial strategy and digital media for MTV Networks UK and Ireland. MTV Flux, an interactive channel and service, will give the audience control over content and offer advertisers a wider-reaching network.
MTV Networks plans to get into the social networking media circle, to allow users to influence programming on their television channel. Users would be able to upload their own clips and interact with other viewers using text messages, which would get displayed on the channel. They would also be able to get an online presence in the form of self-created avatars. The interactive platforms will kick off on August 1, with the launch of a community-based web site. The TV channel, MTV Flux, will follow on September 6. It will feature back-to-back music videos chosen by members, with additional user-generated video clips, messages and text-to-screen applications providing users the power to choose what they want displayed on the channel.
Nick Bampton, managing director of Viacom Brand Solutions, which represents MTV, said, "Flux truly demonstrates MTV's understanding of its audiences and its ability to innovate with them. User-generated content and social networking is increasingly popular trends. Not only does MTV Flux tap into the heart of these, it also offers something that has never been seen before."
