Everyone wants to be MySpace, or more precisely, everyone wants to reach MySpace’s young and hip demographic.
Expected to launch on September 6, MTV’s new social networking service will be called MTV Flux, and will first be trailed in the UK to see how well it performs. It will target a 16 to 25-year-old audience.
MTV Flux will allow its members to exchange music and video clips via computer and mobile phone (similar to the way in which existing social networking sites work). The key difference is that members will also be able to influence what videos are shown on the corresponding TV channel.
There will be no traditional schedule, though it will be overseen by a controller to ensure programming does not breach broadcasting regulations.
MTV Flux will carry advertising, and there will be no charge to members.