ITV

Tag: Brian Graden

  • MTV Networks’ Music & Logo Group launches ‘hyper-programmed’ online verticals

    MTV Networks’ Music & Logo Group launches ‘hyper-programmed’ online verticals

    MUMBAI: MTV Networks’ Music and Logo Group have announced an aggressive development of more than 20 “hyper-programmed” online experiences or vertical channels, that are web content plays designed for the interactive, on-demand environment.

    The channels, many of which have been in development for months, will debut in the first and second quarters of 2007 and will enable their users to explore and engage in their personal interests, obsessions and topics of choice by covering a range of subjects including: music genres and sub- genres, celebrity fashion and style, personal growth and faith and spirituality, among others, informs an official release.

    Delivering on a two-way proposition, audiences will be able to actively “hyper-program” a number of these vertical channels themselves through next- generation web tools that allow users to help discover, curate, edit and upload content. MTV, VH1, CMT and Logo will seek to acquire, partner on or organically develop the properties, depending on the topic.

    A number of verticals under development will serve as companion sites to existing popular television franchises and focus on relevant topics that resonate with their fans. For instance, a vertical built around VH1’s “Web Junk 20” is geared toward serving as a guide and daily source of viral videos, while others will be stand-alone creative propositions, without television companions, informs an official release.

    Earlier this year, as an experiment in this direction, VH1 launched a stand-alone site bestweekever.tv. As a companion vertical to the popular “Best Week Ever” TV franchise, this new site offers a selection of pop culture nuggets and includes a host of exclusive mobile and video content in real-time. The site also allows users to create their own front page gossip by uploading their own video and news.

    Similarly, this past fall, MTV launched ‘Virtual Laguna Beach’, an entirely stand-alone virtual world tied to the TV series, and a first of its kind. Additionally, in June Logo acquired three stand-alone sites, AfterEllen.com, AfterElton.com and 365Gay.com independently complimenting Logoonline.com and serving the gay, lesbian bi and transgender audience, adds the release.

    “These serve as successful models for a new interactive, hyper-programming approach and represent the next phase in the evolution of media for consumers, from broadcast networks to cable channels and now to hyper-programmed verticals,” said MTV Networks’ Music and Logo Group president Van Toffler. “Just as MTV networks blazed new territory by establishing linear cable networks built around specific interests and lifestyles, we are now developing new online experiences around niche topics that resonate with our current audiences, as well as those subversive web surfers.”

    “These verticals can be viewed as ‘front doors’ into the wide spectrum of passionate and specific interests that reflect our audiences’ tastes and desires,” added Entertainment for the MTV Networks Music Group president and Logo president of Brian Graden. “Each project gives us a unique and liberating opportunity to indulge the unique aspects of Web 2.0 technology in an effort to do what we’ve always done well, super-serve niche audiences.”

  • MTV US, Kaiser Family Foundation launch interactive media community to take Aids fight to the next level

    MTV US, Kaiser Family Foundation launch interactive media community to take Aids fight to the next level

    MUMBAI: US broadcaster MTV and the Kaiser Family Foundation have announced the creation of Think HIV. This is a multi-platform, interactive community for this first generation of Americans who have lived their entire lives during the Aids epidemic.

    This initiative is part of their Sexual Health campaign with support from the National Alliance of State and Territorial AIDS Directors (Nastad), WebMD.nd WebMD.

    The initiative seeks to provide a platform to foster dialogue and active engagement on the topic of HIV/Aids and especially its impact on young people, as well as provide information and resources to young people about HIV/AIDS. According to UNAIDS, about half of new HIV infections worldwide are among those under the age of 25.

    MTVN Music Group president entertainment Brian Graden says, “The MTV audience has never known a day without HIV, and young people around the world are at the center of the epidemic. We have a long history of educating and empowering our audience on this issue, and while progress has been made, there is still work to be done. think HIV will offer our viewers a new, interactive and safe place to learn about and fight it.

    Think HIV will have several components. One of them is a documentary. MTV and Kaiser – will produce Think HIV. This is a documentary in which young people themselves tell the story of how their generation has been impacted by the virus. Part memorial, part testimony, these short vignettes filmed entirely by infected or affected young people will paint a raw, intimate, and informative portrait of the epidemic’s impact on their lives. The half hour show will premiere on MTV on 18 August 2006—the last day of the International AIDS Conference in Toronto.

    Then there is the think HIV Online Community. This will serve as an interactive community that will launch following the premiere of the documentary . The site will be an engaging and interactive, safe space for young people to share their personal stories through videos, photos and blogs and text about HIV/Aids. The user-friendly site will also provide easy access to information and resources about HIV/AIDS including prevention and testing as well as how to get involved in the global fight – including access to health information, resources and the online community at WebMD.

    Think HIV builds on both MTV and Kaiser’s long-term commitment to educating and empowering young people in the fight against HIV/AIDS, in part through their 10-year partnership, currently called think: Sexual Health. To date, the Emmy and Peabody Award winning partnership has garnered more than 100 million viewers to its documentaries, 1.2 million calls to the toll-free hotline and has distributed more than 450,000 informational guides.