MTV Morphs Digital Strategy With Two Dozen Targeted Websites Built From Its TV Programming

MTV Networks will build out two dozen sites devoted to its individual shows. Once these sites have been introduced, it will give MTVN over 300 sites under its roof worldwide. Most of the sites, which are designed as portals for a particular program and related subjects, are slated to go live by Q108. Among the first to get the new web treatment is TheDailyShow.com, which will house every episode since the program’s beginning. It will launch sometime during Q4. Also, two hours after a show has been broadcast, the website will make it available in its entirety. Other shows getting the same full web treatment include Comedy Central’s The Sarah Silverman Program, MTV’s Engaged and Underage and Nickelodeon’s iCarly. Breaking out sites along the lines of single programs is meant to provide more targeting for advertisers. Mika Salmi, president of global digital media at MTVN, told THR that the company decided to expand its vertical digital after finding that recent experiments, such as Comedy Central’s Indecision2008.com, MTV’s YoMomma.TV and SuperSweet16.com, helped attract more web users to its sites.
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