Music Marketing

MTV Announces 20 Online Niche Channels

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MTV Networks has announced more than 20 "hyper-programmed" online channels. The
channels, many of which have been in development for months, will debut
in the first and second quarters of 2007 and will enable users to
explore their personal interests and topics by covering a range of subjects including music
genres and sub-genres, celebrity fashion and style, personal growth
and faith and spirituality and more. 

Read the full press release after the jump.

MTV Networks’ Music & Logo Group To Launch Array Of ‘Hyper-Programmed Verticals’


MTV Networks’ Music and Logo Group today announced the aggressive
development of more than 20 "hyper-programmed" online experiences, or
vertical channels, that are Web content plays uniquely designed to
flourish within today’s interactive, on-demand environment. The
channels, many of which have been in development for months, will debut
in the first and second quarters of 2007 and will enable their users to
explore and engage in their personal interests, obsessions and topics
of choice by covering an expansive range of subjects including: music
genres and sub- genres, celebrity fashion and style, personal growth
and faith and spirituality, among many others.

Earlier this year, as an experiment in this direction, VH1 launched a
stand-alone, enhanced site into the blogosphere called bestweekever.tv.
As a companion vertical to the popular "Best Week Ever" TV franchise,
this new site offers a deeper selection of pop culture nuggets with
even more attitude and includes a host of exclusive mobile and video
content in real-time. The site also allows users to create their own
front page gossip by uploading their own video and news. Similarly,
this past fall, MTV launched "Virtual Laguna Beach," an entirely
stand-alone virtual world tied to the hugely successful TV series, and
a first of its kind. Additionally, this past June, Logo acquired three
stand-alone sites, AfterEllen.com, AfterElton.com and 365Gay.com
independently complimenting Logoonline.com and super-serving the gay,
lesbian bi and transgender audience.

"These 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, MTV
Networks’ Music & Logo Group President. "Just as MTV networks
blazed new territory by establishing linear cable networks built around
specific interests and lifestyles, we are now developing new online
experiences around niche topics that resonate with our current
audiences, as well as those subversive web surfers."

"These verticals can be viewed as ‘front doors’ into the wide spectrum
of passionate and specific interests that reflect our audiences’ tastes
and desires," added Brian Graden, President of Entertainment for the
MTV Networks Music Group & President of Logo. "Each project gives
us a unique and liberating opportunity to indulge the unique aspects of
Web 2.0 technology in an effort to do what we’ve always done well,
super-serve niche audiences."

Delivering on a two-way proposition, audiences will be able to actively
"hyper-program" a number of these vertical channels themselves through
next- generation Web tools that allow users to help discover, curate,
edit and upload content. MTV, VH1, CMT and Logo will seek to acquire,
partner on or organically develop the properties, depending on the
topic. A number of verticals under development will serve as companion
sites to existing popular television franchises and focus on relevant
topics that resonate with their fans. For instance, a vertical built
around VH1’s hit "Web Junk 20" is geared toward serving as the ultimate
guide and daily source of viral videos, while others will be
stand-alone creative propositions, without television companions.

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