paidContent - MTV Homepage Redesign Incorporates More User, Outside Content

This story was written by David Kaplan.
In an effort to make it easier for its audience to watch TV and surf at the same time, MTV is rolling out a new homepage. The new page streamlines Web links with its various TV properties, and offers some new social-networking tools, including the ability to specifically mark sections of videos and share them with people in their social network. On the marketing front, the Viacom (NYSE: VIA) unit is also going to formally offer the Online Publishers Association’s “pushdown ad” format, that was unveiled this past summer.

In addition to the standard social net tools, MTV is also striving to be more “editorial and less promotional,” said Colin Helms, VP, programming, MTV Digital. That will include a good deal more curation, with MTV tapping user-gen and outside content sites. Helms said that MTV isn’t lining up any content partners, but said if they found themselves linking heavily to another site on a consistent basis, they might consider striking up a partnership. But with over 25 years of archived video clips and other editorial, the company has plenty of its own stuff to mine. The curated content will be folded into a section in the middle of the page called The Daily Fresh.

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By David Kaplan