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Mtv's brave new world
MTV may have been cutting edge 25 years ago when it launched, with Buggles' Video Killed The Radio Star broadcast as its . But now the revolutionary music telly channel is doing its best to fight off signs of old age.
The Guardian reports how the station is "taking drastic action as the internet threatens to turn the tables and turn it from hip to old hat".
MTV's secret weapon that they hope will save the day is "Flux", an interactive channel which "will feature video clips sent in mby members of the audience", allowing punters to vote for the programmes they want to see and chat to each other on the box.
How very MySpace. How very YouTube. How very now.
We're told the channel will be underpinned by an "extensive website", will initially have a leaning towards indie music and that its focus is all about "communicating" with the dosh-splashing gold-dust demographic of, yawn, 16 to 35 year olds.
The company says it already has hundreds of hours of vids in place for launch and anticipates between 10 and 20 per cent of its content eventually to be user-generated.
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