World Theatre is presently continuing development of its interactive television music network. As stated in the Overview, the launch date will be announced in upcoming press releases. Please continue to check the website frequently for the latest information.
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Multichannel Cross-Platform Synergy Is Fly
By Stacy Perman, August 2001 Issue
MTV has put this research to good use over the years, introducing popular interactive TV shows such as Control Freak, where MTV.com visitors can vote on videos to air on TV. "In the past five years, we've found that every time we've given our viewers access and influence to programs, they respond and they want more," says Nicholas Butterworth, CEO and president of MTV Interactive, the online division of MTV. McGrath adds, "When you do as much research as we do, you're much more likely to hit on what [viewers]; really want. [MTV360] is ours to screw up, if you will."
As a core component of MTV360, the network is relaunching MTV.com this August. The new site, which took a year to develop, intends to establish a focal point for music fans to connect to each other, to music, to artists, and to MTV programming. Users will be invited to create personal profiles, sign up for e-mail news updates, check out exclusive behind-the-scenes footage, chat via message boards and instant messaging, listen to as many as 40 different streaming radio stations, and, of course, vote on programming to air on MTV and MTV2. Fans will also be able to download music from five major recording labels for free during special promotions or for a fee ranging from 99 cents to $3.99 per song. (MTV is grappling with introducing a subscription-based service.)
While MTV360 is aimed at consumers, it's also a way for the network to leverage its clout with advertisers and cable operators. MTV will allow advertisers to ride the same 360 angle by bundling its three platforms. It hopes this package will also lure cable operators eager to sell high-speed Internet access to MTV's core demographic. "We're telling viewers that you are not really experiencing MTV without MTV2 and MTV.com," Butterworth says. "That gives cable operators a marketing platform for selling Internet connections to viewers." In today's soft ad market, the 360 approach is getting positive reviews. "You can't reach people well with just TV anymore," says Andrew Donchin, director of national broadcast for Carat North America, one of the world's largest media-buying firms. "You can buy a spot on MTV or a banner ad on MTV.com, but this is more involved. It is the best that MTV has to offer."
Whether MTV360 really clicks with viewers (or is a one-hit wonder that happened to appeal to Dave Matthews fans) is too early to say. But McGrath knows that MTV can't afford to wait for another network to crack the interactive TV code first. "Our viewers expect us to try things," she says. "It's when we stick with one thing and don't mix it up that we lose audience." She continues, "It's time to shake MTV and reinvent it again."
Sidebar
The Real World Clout of MTV
MTV is the most widely distributed TV network in the world. It reaches 76 million U.S. households and 140 countries around the world.
Forty million viewers tune in to MTV and MTV2 every week.
For four years, MTV has been the top-rated cable network for the 12-to-34-year-old audience, according to Nielsen Media Research.
MTV.com consistently ranks among the top five most popular online music destinations, according to Jupiter Media Metrix
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