MTV pulls plug on user-generated channel after poor viewing figures

MTV Networks UK & Ireland is scrapping its user-generated content channel MTV Flux after just 16 months having failed to attract viewers.

MTV Networks UK & Ireland is scrapping its user-generated content channel MTV Flux after just 16 months having failed to attract viewers

The channel, which launched in September 2006 in the place of music channel VH2, will be replaced by a one-hour timeshift of MTV One, MTV One plus One, next month. MTV One relaunched last year with a greater emphasis on shows and programmes rather than music videos.

Flux marked MTV’s first serious bid to tap into the popularity of social networking sites such as MySpace, Bebo and YouTube but has failed to find a broadcast audience. It aimed to combine social networking and video sharing programming with music videos and aired on digital satellite and cable.

However, MTV says the Flux brand will not be scrapped. An MTV spokesman says: “We will keep and support the MTV Flux online community and then evolve Flux elements for each of the music channels – MTV Base, Hits, Dance and MTV Two.

He says the brand was always planned to “evolve” and a timeshift version of MTV One had been planned since the “successful” relaunch. Flux’s performance led the network to replace the channel. “It didn’t do greatly,” the spokesman adds. “That’s what made us look at it.”

Prior to launch, Flux was lauded as a “unique proposition for advertisers” but it failed to record an average weekly viewing per person in the Broadcasters’ Audience Research Board (BARB) November survey and only a small number of viewers for December

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 3703 or email customerservices@marketingweek.com

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