MTV U.K. dumps Flux

User-gen content net lasted less than 18 months

MTV is axing its U.K. user-generated content channel MTV Flux after less than 18 months on air.

The channel, which bowed in September 2006 amid much hype, will be replaced by a time-shifted version of the flagship channel, MTV One Plus 1, next month.

The online version of MTV Flux will continue and the outfit plans to introduce user-generated content into its other U.K. channels.

As a result MTV2, Base, Hits and Dance will begin to offer a weekly 30-minute show, with the working title “Flux Me I’m Famous,” covering celebrity news stories selected by users of the Flux website.

MTV said since its relaunch last summer MTV One had been successful so launching a time-shifted version of the channel would help to boost ratings.

“Since the launch of MTV Flux we have learned a great deal about how our audience interacts with the channel and one of the key discoveries was that they wanted very specific control in terms of the music they enjoy and that as a channel the Flux offering was too broad,” a spokesman said.