Media
MTV transforms Hits into interactive channel
Published Friday, Sep 2 2005, 13:55 BST | By Neil Wilkes
MTV has outlined plans to turn MTV Hits into a fully interactive channel.
The "all-new" MTV Hits will allow viewers to dictate the content, tone and look of the station.
The interactivity will be rooted in the MTV UK website, where viewers will sign up to join the community. There they will create their own "character", giving it a username, icon and favourite tracks.
The characters will then become active on the channel itself, introducing new tracks, relaying info or distributing viewer messages.
"We’ve already seen from our websites that community is becoming an increasingly important aspect of how people are relating to music, so we are really excited to be able to provide, in effect, a channel that the viewers can collectively control," said Matthew Kershaw, Head of Interactive at MTV Networks UK & Ireland.
"This is taking viewer power to a whole new level and we look forward to seeing how that shapes the channel going forward."
Future plans involve rollout of the functionality to mobile phones.
The "all-new" MTV Hits will allow viewers to dictate the content, tone and look of the station.
The interactivity will be rooted in the MTV UK website, where viewers will sign up to join the community. There they will create their own "character", giving it a username, icon and favourite tracks.
The characters will then become active on the channel itself, introducing new tracks, relaying info or distributing viewer messages.
"We’ve already seen from our websites that community is becoming an increasingly important aspect of how people are relating to music, so we are really excited to be able to provide, in effect, a channel that the viewers can collectively control," said Matthew Kershaw, Head of Interactive at MTV Networks UK & Ireland.
"This is taking viewer power to a whole new level and we look forward to seeing how that shapes the channel going forward."
Future plans involve rollout of the functionality to mobile phones.
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