MTV will go into an online overdrive

MUMBAI: Broadband is the mantra being chanted by the broadcasters as they seek to leverage emerging new media platforms. MTV is no exception. Earlier this year, it had announced an initiative that will take ringtones to the next level. Now it will launch a hybrid channel MTV Overdrive on 25 April.

Available through the initiative is aimed at entertaining viewers with both a linear viewing experience and video on demand capabilities in one web-based application.

MTV Overdrive will deliver a sleek, new video screen to viewers at broadband speeds and features exclusive and dedicated content. This will include continuous MTV News updates, artist interviews, music videos, live music performances, original and newly created short-form programming, MTV and MTV2 show footage, movie trailers and much more. 'MTV Overdrive' is the latest addition to MTV's multiplatform strategy, delivering content to viewers everywhere they demand it: on-air, online, wireless, VOD and more.

MTV Networks Group president Van Toffler said, "Like our audience, we are always evolving, finding new ways to create compelling content for breakthrough technologies. Overdrive is a powerful new platform that allows users to have more control over the way they experience MTV. Combining short-form linear viewing with an on-demand experience, Overdrive is a great example of our ability to provide viewers with personalised versions of MTV programming that is available whenever they want it."

MTV is looking to take advantage of a high percentage of young people who use broadband. To support the new hybrid network, MTV is building a new digital media-dedicated midtown studio at 1515 Broadway in Times Square to produce exclusive 'MTV Overdrive' content including regular updates from MTV News and more. The offerings of MTV Overdrive will include

The Lineup: This channel automatically plays when users first engage MTV Overdrive. It includes the highlights of today's programming including news, music, on tv, movies and more.

News: Exclusive updates from MTV News four times daily, with in-depth features, artist profiles and interviews, political coverage, new music stories, movie and video game news, stories on important social issues, plus much more.

Music: Music will live at the center of the new screen, with music videos, music programming blocks, new artist franchises and clips from the Live performance series.

On TV: MTV Overdrive will also give fans behind the scenes access to their favorite MTV shows including original online programming such as the Real World/ Road Rules Challenge  Aftershow as well as exclusive show clips from TRL and Punk'd.

Movies: MTV's broadband network will showcase trailers for upcoming movies, interviews with celebrities, and more.

Channels that will be added later on will include video game culture and personal style. The service will launch with a slate of top-tier multi-platform advertisers including Microsoft, Procter And Gamble and Sony Pictures. MTV Overdrive will be delivered via Windows Media Video and Windows Media DRM.

Latest Reads
FIFA legal action against BeoutQ for WC piracy

MUMBAI: FIFA will be taking legal action against Saudi Arabia-based BeoutQ, a pirated TV service operating in the Middle East and North Africa (MENA), which continues its illegal piracy of 2018 FIFA World Cup broadcasts, according to an official statement, carried by the Saudi Press Agency (SPA)....

Television TV Channels Sports
Viacom18 launches Colors Tamil HD in Singapore on Star Hub

After entering the Tamil GEC market, Viacom18, one of India’s largest entertainment conglomerates, has launched Colors Tamil HD on Star Hub, (channel no. 132) in Singapore.

Television TV Channels GECs
Zee Café, BBC Worldwide launch second season of premium British dramas

Zee Cafe has partnered with BBC Worldwide to once again entertain Indian audiences with premium British dramas.

Television TV Channels English Entertainment
Zee Tamil’s Sembaruthi completes 200 episodes!

Leading Tamil General Entertainment Channel (GEC) – Zee Tamil has been at the forefront of quality content across genres that caters to the diverse entertainment needs of Tamil audiences across the world.

Television TV Channels Regional
Zee Telugu Announces World Television Premiere of Sai Pallavi and Naga Shaurya Starrer Kanam

Weekend plans just got better with Zee Telugu’s horror World Television Premiere, Kanam, to your home screens on Sunday! From the Abhinetri-famed director A L Vijay, Kanam is a supernatural tale which blends elements of revenge and horror to give the audiences a spine-chilling experience. The film...

Television TV Channels Regional
BARC week 27: Sony sports cluster captures all top five slots

MUMBAI: The 2018 FIFA World Cup Russia continues its strong run for football viewership in India in its fourth week and guided Sony Pictures Network (SPN) India’s sports cluster to obtain all top five positions in the BARC all India ratings.

Television TV Channels Sports
Three channels each from SPN, Star India among top 10 in across genres

There were three channels each from Sony Pictures Network India (SPN) and Star India in Broadcast Audience Research Council of India (BARC) list of top 10 channels across list for week 27 of 2018 (Saturday, 30 June 2018 to Friday, 6 July 2018, week under review or consideration).

Television TV Channels Viewership
Sun TV notices downfall in gross viewership in BARC week 27

Star continues to rule the south regions – Malayalam and Telugu channels Asianet and Star Maa and has also gained second position in the Tamil region pushing behind Zee to the third position in Broadcast Audience Research Council ratings for week 27

Television TV Channels Viewership
BARC week 27: Aaj Tak continues to dominate Hindi news genre

The Broadcast Audience Research Council data for week 27 shows Aaj Tak dominating in Hindi news genre whereas ABP News found itself at second position in Hindi news (R). Republic TV continued to dominate the English news market.

Television TV Channels Viewership

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories