Television

MTV will go into an online overdrive

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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 mtv.com 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 MTV.com 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.

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