MTV To Launch Overdrive On Web
(CelebrityAccess MediaWire) MTV: Music Television will launch on April 25 its new hybrid channel, "MTV Overdrive" to entertain viewers with both a linear viewing experience and video on demand capabilities in one web-based application.
"MTV Overdrive" delivers a sleek, new video screen to viewers at broadband speeds and features exclusive and dedicated content including: continuous MTV News updates, artist interviews, music videos, live music performances, original and newly created short-form programming, MTV and MTV2 show footage, movie trailers and much more. "MTV Overdrive" is the latest addition to MTV’s multi-platform strategy, delivering content to viewers everywhere they demand it: on-air, online, wireless, VOD and more.
"Like our audience, we are always evolving, finding new ways to create compelling content for breakthrough technologies, and Overdrive is a powerful new platform that allows users to have more control over the way they experience MTV," said Van Toffler, MTV Networks Group president. "Combining short-form linear viewing with an on-demand experience, Overdrive is a great example of our ability to provide viewers with personalized versions of MTV programming that is available whenever they want it."
"With an incredibly high percentage of young people using broadband, it seemed essential to create a new hybrid screen with its own content to complement MTV, MTV2, MTV.com and *MTV," said Jason Hirschhorn, SVP Digital Music & Media, MTV Networks. "Whether it is up to the minute information from MTV News, live music performances or exclusive footage from their favorite MTV show, viewers now have direct access to the MTV entertainment experience on their own schedule or in a new, linear on-demand ‘lean back’ manner."
"For the past 20 years, MTV News has covered stories that are relevant to our audience, first on MTV, and today the MTV News department creates tailored news for MTV2, mtvU, mtvnews.com, syndicated radio, satellite radio, wireless partners, and even some of our MTV’s around the world," says Dave Sirulnick, Executive vice president, MTV News & Production. "With the addition of ‘MTV Overdrive,’ viewers will now be able to see fresh MTV News reports all the time, and we are excited about this huge step forward."
View a Beta Version here.
Click below for the six channel MTV Overdirve line-up.
MTV’s new hybrid network "MTV Overdrive" will launch with six distinct channels of programming including:
** THE LINEUP: This channel automatically plays when users first engage "MTV Overdrive." It includes the highlights of the day’s programming including news, music, on TV, movies and more;
** NEWS: Exclusive updates from MTV News four times daily with in-depth features, artist profiles and interviews, political coverage, new music stories, movie and video game news, stories on important social issues, plus much more;
** MUSIC: Music will live at the center of the new screen with music videos, music programming blocks, new artist franchises and clips from the exclusive "MTV.com Live" performance series;
** ON TV: "MTV Overdrive" will also give fans behind the scenes access to MTV shows including original online programming such as the "Real World/ Road Rules Challenge — Aftershow," as well as exclusive show clips from "TRL," "Punk’d" and more;
** MOVIES: MTV’s broadband network will showcase trailers for upcoming movies, interviews with celebrities and more; and
** Soon to be added channels include video game culture and personal style.
–Bob Grossweiner and Jane Cohen
