MTV adding some arms to Logo brand

Net division game for pix, radio, vidgames

NEW YORK — The MTV division called MTV Networks Music/Logo Group has begun branching out into videogames, original movies on DVD and branded radio networks.

Spearheading the effort is Jeffrey B. Yapp, who has taken the new post of executive VP of MTV Networks Music and Logo Enterprise Group.

Yapp, whose previous job was president of the retail group for Chuck Dolan’s Cablevision, said the division will release its first videogame, called “Stacked,” which he calls a cross between a Texas Hold ‘Em poker tournament and an “American Idol” music contest.

The division will develop its own games internally as well as strike partnerships with existing game developers, Yapp said.

The first original movie for the division’s DVD platform will be “Rumble,” which deals with two competing schools vying for a volleyball championship. He said nine other original movies are in development exclusively for the DVD platform.

Yapp said he’s also getting involved in creating spinoff cable networks to extend the MTV, VH1, Country Music TV and Logo footprints.

Radio will play a role in the division’s strategy, through deals with Westwood One and XM Satellite Radio for branded networks and blocks of programming drawing from the expertise of MTV and Country Music TV.

Before Cablevision, Yapp was president and chief operating officer of the Hollywood Entertainment Corp., the video and gaming retailer, which expanded its number of stores from 750 to 1,800 during his tenure and doubled its sales revenues.

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