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.

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