MTV Europe has launched a new Website to complement its pan-European television network and to broaden the penetration and reach of the MTV brand. It will contain exclusive music-related content, graphics and “toys” and the use of “intelligent recommendations” which push content most relevant to site visitors.
MTV expects the site to have an international appeal which will be effective in delivering “the critical mass of impressions which advertisers seek”. While the broadcaster believes the site will carry messages from its TV advertisers, it also hopes that new advertisers will be attracted. A deal is already in place to create a dedicated section with Compaq, who will be developing a special site to include on-line voting as part of its sponsorship package for the 1997 MTV Europe Music Awards.
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