MTV Enters Social Networking with MTV Flux

Strategic Insights -

MTV's foray into social networking will allow users to create content, share messages and video clips, and influence the TV channel's content. The platform, MTV Flux, will be launched in the UK and will be a key component of MTV's 25th anniversary celebration on August 1. MTV Flux will operate differently from existing social networking sites, as it will allow users to choose which music videos are displayed on the channel, in addition to displaying their own videos and messages.

Key Takeaways:

  • MTV Flux will allow users to create content, share messages and video clips, and influence the TV channel's content.
  • The platform will be launched in the UK, with a potential expansion to other markets if successful.
  • MTV Flux will allow users to choose which music videos are displayed on the channel, making it a unique offering compared to existing social networking sites.
  • The service will be monitored closely to ensure user-generated content complies with broadcasting regulations.
  • MTV Flux will carry advertising, but users will not be charged for signing up to the website.
  • Advertisers have shown interest in using MTV Flux to target the hard-to-reach 16 to 24-year-old audience.
  • MTV's acquisition of companies such as NeoPets has made the network a formidable force in user-generated content online.
  • Bill Roedy, vice-chairman of MTV Networks, believes MTV's TV channels may eventually be redefined by platforms like MTV Flux.

Statistics:

  • MTV will launch MTV Flux in the UK on September 6, coinciding with the network's 25th anniversary.
  • The service will be monitored closely to ensure user-generated content complies with broadcasting regulations.
  • MTV will allow users to upload their content to be seen in a television environment, making it the first service to offer this feature.
  • 16 to 24-year-olds make up the target audience for MKT Flux, according to Michiel Bakker.
  • Advertisers have shown interest in using MTV Flux to target the hard-to-reach 16 to 24-year-old audience.

Sources:

  • ANDREW EDGECLIFFE-JOHNSON (2007, no date given) MTV Networks will today make its biggest move into the "social networking" area...
  • Michiel Bakker, managing director of MTV in the UK and Ireland, statement on MTV Flux
  • Bill Roedy, vice-chairman of MTV Networks, statement on MTV's user-generated content