MTV readies debut of community-based channel

by Mark Banham, Brand Republic 21-Jul-06, 09:00

LONDON - MTV is to steer into the user-generated content market with a channel set to launch as early as next week in the UK.

The channel will include viewer-created content and could follow examples of online offerings already offered by the Viacom-owned channel in the US market, and enter the sector already tapped by online firms MySpace and YouTube.

Michael Wolf, MTV president and chief operating officer, has been quoted in the press as a supporter of community-based media platforms. Wolf has said: "We know our audiences are into user-generated content, social networking and gaming."

MTV has already acquired gaming and social networking sites including iFilm, GameTrailers and NeoPets in the US market.

In June this year, MTV launched a global website, which includes community networking, for its show 'Bario 19'. The site features performances on everything from free-running to river-surfing, from underground talent and top professionals.

The platform allows MTV viewers to watch previews of upcoming shows, as well as "making of" footage and show out-takes. They will also be able to send in their own videoclips and download the music featured in the show from emerging artists.

The new channel will be the first community-based television platform launched my MTV in the UK.

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