MTV bringing social networking to TV channel

LONDON - MTV Networks is launching a TV channel in the US that features user-generated video clips and messages, becoming the latest media giant to embrace the social networking craze and the first to adapt it to traditional broadcasting.

Consumers will be able to choose which music videos are played on the channel, upload their own clips, send on-screen messages using mobile phones and communicate with each other with self-created avatars - graphical representations of participants - resembling Japanese animation.

The new site is to be called Flux and will be available from August 1 in the US. The accompanying TV channel, also being launched by MTV's UK & Ireland arm, will start broadcasting on September 6, MTV Networks said today.

MTV, owned by New York-based media conglomerate Viacom Inc., hopes to capitalise on the global popularity of its 25-year-old brand that continues to resonate with teenagers.

"MTV is challenging the status quo in TV programming and transferring control directly to its audience," said Angel Gambino, vice president of commercial strategy and digital media for MTV Networks UK & Ireland.

Both the Flux TV channel and the website will carry advertising, but there will be no charge for using the website or uploading videos, a spokesman said.

Rupert Murdoch's News Corp. embraced social networking by acquiring MySpace, the most popular such website, while start-ups such as YouTube and Bebo have quickly become consumer favourites, too.

MTV's model draws on similar ideas it has tested in Japan, the Netherlands and Italy. The network already has nine music channels in the UK and Ireland, as well as comedy channel Paramount and kids channel Nickelodeon.

- REUTERS