MTV cues up plan for niche Web sites

Cable conglom developing 'hyper-programmed verticals'

MTV is developing more than 20 Web sites tied to specific interests and demo groups under the auspices of its music and Logo groups.

Some are using program brands, like “World Series of Pop Culture” or “My Super Sweet 16,” while others are based on the potential interests of MTV viewers, like rock and hip-hop, celebrity news and personal development.

MTV plans to launch the first of what it’s calling “hyper-programmed verticals” in the first half of next year.

They will offer a wide array of tools with which users can design their own experience, in some cases by using content from MTV’s own library. Conglom is also hoping the sites will serve as doorways to draw visitors into all of its other Internet offerings.

Strategy grew out of the success VH1 has enjoyed with a regularly updated “Best Week Ever” Web site.

MTV has seen mixed results from its online programming and music ventures but continues to invest in and launch new products aggressively in hopes of reaching young consumers as they migrate online. Mika Salmi, former prexy of Atom Entertainment, was recently tapped to head all of MTV’s digital efforts.

More TV

  • Streaming Subscribers Overtake Pay-TV Customers for

    Streaming Subscribers Overtake Pay-TV Customers for First Time in the U.K.

    MTV is developing more than 20 Web sites tied to specific interests and demo groups under the auspices of its music and Logo groups. Some are using program brands, like “World Series of Pop Culture” or “My Super Sweet 16,” while others are based on the potential interests of MTV viewers, like rock and hip-hop, […]

  • The Fast and the Furious

    TV News Roundup: Paramount Network Sets Paul Walker Documentary Premiere Date

    MTV is developing more than 20 Web sites tied to specific interests and demo groups under the auspices of its music and Logo groups. Some are using program brands, like “World Series of Pop Culture” or “My Super Sweet 16,” while others are based on the potential interests of MTV viewers, like rock and hip-hop, […]

  • Elena Kampouris Sacred Lies Facebook Watch

    TV Review: 'Sacred Lies' on Facebook Watch

    MTV is developing more than 20 Web sites tied to specific interests and demo groups under the auspices of its music and Logo groups. Some are using program brands, like “World Series of Pop Culture” or “My Super Sweet 16,” while others are based on the potential interests of MTV viewers, like rock and hip-hop, […]

  • 2018 FIFA World Cup

    World Cup Final U.S. Ratings Fall From 2014

    MTV is developing more than 20 Web sites tied to specific interests and demo groups under the auspices of its music and Logo groups. Some are using program brands, like “World Series of Pop Culture” or “My Super Sweet 16,” while others are based on the potential interests of MTV viewers, like rock and hip-hop, […]

  • Tales From The Loop

    Amazon Orders Sci-Fi Series 'Tales From the Loop'

    MTV is developing more than 20 Web sites tied to specific interests and demo groups under the auspices of its music and Logo groups. Some are using program brands, like “World Series of Pop Culture” or “My Super Sweet 16,” while others are based on the potential interests of MTV viewers, like rock and hip-hop, […]

  • La Catedral del Mar - Diagonal

    Netflix Agrees With Atresmedia Preferential Access to Spanish TV Dramas

    MTV is developing more than 20 Web sites tied to specific interests and demo groups under the auspices of its music and Logo groups. Some are using program brands, like “World Series of Pop Culture” or “My Super Sweet 16,” while others are based on the potential interests of MTV viewers, like rock and hip-hop, […]

More From Our Brands

Access exclusive content