MTV extends teen scene with Quizilla

Net buys user-generated Web site

MTV Networks has bought Quizilla, a user-generated Web site aimed at teenage girls.

Steve Youngwood, exec VP of digital media for MTV’s Kids & Family Group, said he’ll tie in Quizilla.com with two other MTV owned Web sites — the-N.com and NeoPets.com — to broaden the company’s reach among girls 14-19.

Neither MTV nor Gorilla Nation Media, which sold Quizilla, would comment on the price.

Although he calls Quizilla a community, Youngwood said it’s not a gigantic, social-networking operation like MySpace or Friendster, where kids set up their own page links and upload photos and video. Instead, teens log onto Quizilla to “create and share quizzes, fiction, nonfiction, poetry, polls and other content.”

Youngwood said Quizilla “will be profitable from day one” because of advertisers willing to pay a premium to target hard-to-reach teen girls. MTV plans to package Quizilla, the N and NeoPets as a three-platform buy to advertisers as part of a strategy to increase the revenues of each of them, he said. Site is free to all of its users.

Citing comScore Media Metrix, MTV said Quizilla harvested 3.1 million unique visitors from around the world in September.

MTV Networks chair-CEO Judy McGrath said that the purchase of Quizilla will help to “transform” MTV Nets “into a global, multiplatform entertainment company that engages our diverse audiences wherever, whenever and however they want.”

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