Viacom is launching an ambitious new disaggregated social network around Viacom’s MTV, Comedy Central and other brands and associated websites called Flux. The new service takes technology developed by Tagworld and Viacom’s existing Flux brand and creates distinct social network properties for each of the brands (some are launching now, hundreds are launching throughout the rest of the year). Like Ning, users who sign up for any network (say, Comedy Central’s) can join other networks (like MTV’s) with a single click. As users add additional communities to their profile, they bring their content and friends with them. Flux is simultaneously a single brand as well as hundreds of distinct, branded social networks. Flux is opening up to companies and brands outside of the Viacom family. Twenty non-Viacom sites have been quietly testing the service for some time, including Vinyl Pulse and 50Cent. Both have integrated social networks built by Tagworld. They’re not yet co-branded under the Flux service, but will be now that the service is officially launching.http://www.techcrunch.com/2007/09/13/viacom-launches-broad-desentralized-social-networking-strategy-called-flux/
http://money.cnn.com/2007/09/13/magazines/fortune/siklos_viacom.fortune/index.htm?postversion=2007091322
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