Impact: Salmi has helped restore some of the luster to MTVN’s digital business, which has never really recovered from the bad PR that resulted from its failure to buy MySpace.
In addition to expanding MTV’s social networking brand, Flux, Salmi has been busy tearing down walls between various MTV units, eliminating the notion of tying websites to specific networks in favor of building microsites tied to specific properties and demo groups — from “The Daily Show” to “iCarly.” After starting 2007 with fewer than 200 different sites, MTVN now boasts more than 300 and counting.
Salmi, who founded Atom Films before joining MTV, has also led the company’s charge into the world of games, announcing plans to invest $500 million in the sector. Already a monster hit: “Rock Band,” the “Guitar Hero”-like videogame from MTV-owned Harmonix.
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POV: “Our strategy is to be close to our consumers via deep and targeted digital experiences,” Salmi says. “In 2008, we will drive innovation by building out the Flux platform, expanding our games and virtual-worlds businesses, continuing our global leadership in mobile phone content, and above all else, communicating and listening to our consumers.”