MTV embraces the web with new global digital role

by Jennifer Whitehead, Brand Republic 02-Nov-06, 11:00

LONDON - MTV Networks is continuing the fightback against emerging social media youth entertainment brands like MySpace and YouTube by appointing Mika Salmi to the role of president of global digital media.

Salmi is the founder and CEO of Atom Entertainment, the online games site acquired by MTV earlier this year.

In his new role, he will develop MTV's strategy of building what it described as "an engaging universe" of games, music, entertainment and networking for young audiences.

He will report to Judy McGrath, chairman and CEO of MTV Networks.

She said: "Mika is a digital media veteran and he is recognised for building innovative video and gaming assets online. He understands what it takes to create that addictive, immersive online experience, and at the same time, build a valuable brand."

MTV has already tackled the challenge of YouTube and MySpace with a series of acquisitions of community and gaming sites. These include NeoPets, a virtual pet website; GameTrailers, which previews and rates new computer games; and the network of US college newspapers Y2M.

It has also bought Quizilla, a community website popular with bloggers.

Before getting involved in new media, Finnish-born Salmi worked for a number of record labels, including TVT Records, where he is credited with discovering Nine Inch Nails, EMI Music, and Sony Music.

Salmi said: "We will engage consumers with an industry-leading digital experience through interactivity and community in all media including video, music and games."

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