MTV partners with charities for launch of advice website

by Alison Donnelly, Marketing 21-Jul-08, 09:41

LONDON - MTV has partnered with a number of leading charities to strengthen its digital strategy with a new support site for young people in need of support and advice.

The music network is launching www.mtvi.co.uk in partnership with charities such as Frank, Big White Wall, Urban Concepts Don't Trigger and The Terrence Higgins Trust.

The site is ad-free site and will offer young people support and advice on drugs, anti-violence and mental and sexual health. The UK launch is spearheading the global rollout across MTV's networks later this year.

Mtv.co.uk is also adding a new section to its site called MTV House which will feature the best of MTV's content where users will be able to find exclusive videos, reviews and news stories. Additionally, the House will feature competitions, offers and promotions.

Users are invited to create their very own MTV character avatar, explore the virtual world of MTV House and interact with the different channel based characters. The house will also offer bespoke and generic advertising opportunities, with house branding, themed rooms and potential sponsorship available for clients allowing advertisers and sponsors maximum reach to the MTV audience.