MTV To Launch Broadband TV Channel

MTV is to launch a broadband music channel, MTV Live, which from September will allow internet users to receive near TV-quality programmes on their PC’s.

In what, according to MTV, is the first commercial carriage deal of its kind, the company has teamed up with satellite broadband network provider, Europe Online, to distribute a TV channel designed exclusively for broadband, to internet users throughout Europe.

The channel is aimed at MTV Europe’s core 16-34 demographic and will offer online subscribers a twenty-four hour music service drawing on MTV’s archive of live music performances.

Content will be available in Dutch, French and English and will also include daily text updates on local and international music news and gig guides. Users will also be able to compose their own music whilst watching live performance footage on a minimised window on the PC screen.

Vice President of content development for MTV northern Europe, Eric Kearly, said: “Multitasking is part of everyday life to our core demographic and the beauty of MTV live is that the whole experience is available on one place for the user. This agreement with Europe online sets a precedent for many distribution agreements for this new channel to come.”

He added: “One of MTV Europe’s key strengths is packaging- putting a channel together exactly the way that our audience want it.”

MTV announced a deal to provide content to internet portal Excite.co.uk in April (see MTV Signs Content Provision Deal With Excite UK) and say that the launch of MTV Live is the first step in their “aggressive” new media development strategy.

MTV: 020 7284 7777 www.mtv.co.uk

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