MTV Networks to start broadband push

MTV Networks is planning a broadband web site in Japan that mixes its programming with user-uploaded content.

As young people increasingly tune out television and tune into online video and chat, MTV Networks is hoping to win their attention with a new broadband service that appears part MTV, part YouTube and part MySpace.

The service, built around a Web site called Flux, will be launched in Japan later this year and is likely to follow in other countries, said William Roedy, vice chairman of MTV Networks and president of MTV Networks International, at a news conference in Tokyo.

The planned service is perhaps the clearest indication yet that MTV's parent company, Viacom International, takes the Internet and the potential threat that it poses to TV viewing seriously.

"While our history has been focused on TV, there is no doubt that our future will belong to digital" and the merger of content with new delivery platforms such as the Internet, Roedy said. "We are no longer a TV-centric company. While we have led in TV over the last 25 years, we are now poised to lead in digital."

Flux, which builds on a more basic MTV Web site launched in a few countries last year, will attempt to bring together its own content, such as music videos, with user-generated video and social networking features, said Tony Elison, senior vice president and general manager of digital media at Viacom International Japan.

"Users will be able to access MTV Networks programming from anywhere in the world as long as they have an Internet connection," said Elison. "At the same time, users will be able to upload their video. It's truly user-centric."

The service will be built partly on content from MTV Networks, which in Japan includes material from its trademark music channel and the Nickelodeon kids' channel. The company offers similar entertainment channels in many other markets. A key feature of the service will be the ability of users to organize their own playlists of content and share them with friends.

For example, a user could program their own video music channel complete with uploaded clips of them introducing the songs. MTV will add commercials between the music videos to fund the service, which will be free.

"By putting the user at the center of the programming experience, we believe users will share their entertainment with one another, and that way users will be able to discover entertainment in completely new ways," said Elison.

Other features will include the ability to jump from a music video to related content, like songs from the same artist or of a similar genre. A cartoon clip from Nickelodeon might be linked to other animated content on the site, for example, including animated music videos or animations uploaded by users.

Besides attracting an audience for advertisers, MTV Networks hopes to benefit in other ways.

"It will eliminate the barriers between professional and consumer-generated content, and that way we'll be able to discover new creative talent," Elison said.

MTV Networks wouldn't disclose an exact launch date or say how many people it hopes will sign up for the service.

Flux is being launched in Japan because it was developed by a team in the country, and because Japan has one of the most advanced broadband markets in the world. There were 23.3 million broadband subscribers at the end of March this year, of which 5.5 million were optical fiber connections.

Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Martyn Williams

IDG News Service
Show Comments

Brand Post

Most Popular Reviews

Latest Articles


PCW Evaluation Team

Luke Hill


I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Laura Johnston

MSI GS65 Stealth Thin

If you can afford the price tag, it is well worth the money. It out performs any other laptop I have tried for gaming, and the transportable design and incredible display also make it ideal for work.

Andrew Teoh

Brother MFC-L9570CDW Multifunction Printer

Touch screen visibility and operation was great and easy to navigate. Each menu and sub-menu was in an understandable order and category

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Featured Content

Product Launch Showcase

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?