Hyper Programmed

MTV Networks’ Music and Logo Group today announced the aggressive development of more than 20 “hyper-programmed” online experiences, or vertical channels, that are Web content plays uniquely designed to flourish within today’s 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 an expansive range of subjects including: music genres and sub- genres, celebrity fashion and style, personal growth and faith and spirituality, among many others.

Earlier this year, as an experiment in this direction, VH1 launched a stand-alone, enhanced site into the blogosphere called bestweekever.tv. As a companion vertical to the popular “Best Week Ever” TV franchise, this new site offers a deeper selection of pop culture nuggets with even more attitude 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 hugely successful TV series, and a first of its kind. Additionally, this past June, Logo acquired three stand-alone sites, AfterEllen.com, AfterElton.com and 365Gay.com independently complimenting Logoonline.com and super-serving the gay, lesbian bi and transgender audience.
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