MTV to run user generated ads

Sony PlayStation and Oxfam have signed up as the first brands to run user-generated ads on MTV Flux.

Both are encouraging consumers to create audiovisual content to be shown
as part of a TV campaign on MTV's cross-platform channel.

Sony is using the initiative to promote its SingStar karaoke game by

asking viewers to upload clips of themselves lip-synching to hit

songs.

Oxfam has rolled out a similar campaign to tie in with its Oxjam music
event, giving MTV Flux internet users the chance to choose songs they
want to be included in the charity's TV ad.

MTV is also allowing firms to associate their brands with the avatar
characters viewers use to represent themselves. Characters can wear
branded clothing, for example.