MTV takes brands into broadband after launch of Overdrive VOD service

MTV Networks is planning to extend the Nickelodeon and Paramount Comedy television brands into broadband channels following this week’s launch of MTV Overdrive, the company’s first free, online video-on-demand service. The service will go live on Sunday.

Overdrive, which is aimed at 16- to 35-year-olds, will showcase exclusive clips of MTV programmes such as Punk’d and Dirty Sanchez as well as news packages, movie trailers and music videos. It will also show clips from the second series of Pimp My Ride UK.

The website will generate revenue through 15-second ad spots interspersed throughout the “bite-sized” programmes, although viewers can fast-forward through them. Viewers will also be able to create their own schedule of shows that will automatically update each week.

Angel Gambino, MTV Networks UK vice-president for commercial strategy and digital media, says the launch demonstrates MTV’s commitment to becoming more “on demand”, and will be followed by the Nickelodeon and Paramount launches later this year.

She says the MTV Overdrive brand will be leveraged through other MTV platforms including TV, existing online services and mobile TV services.

It will also be supported by three viral advertising campaigns, which will launch this week. Overdrive will become the principal “sponsor” of MTV events such as its annual European music award ceremonies.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here