MTVi, the online division of music channel MTV, is accelerating its UK Internet strategy and has announced a number of appointments as part of its “extensive” UK marketing push.
Simon Downing, who joins from Electronic Arts, becomes UK marketing director.
His brief is to develop a marketing team that will work with both the broadcast arm and third parties to create “exciting and innovative” activities aimed at making MTV the premier entertainment site in the UK. Downing was previously European marketing director at Electronic Arts.
MTVi has also announced several key agency appointments. Beyond Interactive will handle digital advertising, August One Communications will look after PR and Viacom Brand Solutions will drive ad sales across the UK and Ireland.
“We have a huge opportunity to exploit the MTV brand online,” says Downing. “We will be working closely with the [TV] channel to develop comprehensive through-the-line campaigns.”
The first fruits of this new strategy will be seen this week in the form of a TV campaign promoting MTV.co.uk. Running through to January, it has been designed to reflect the “irreverence” and “attitude” of the relaunched website.
The MTV.co.uk revamp features a free e-mail service, new animated chat rooms and streamed radio channels. It recently streamed a live webcast from the European Music Awards in Stockholm.