Alec Hendry

MTV is a leading brand for youth entertainment and music the world over, especially in the UK. Last year saw MTV rebrand its television channels in the UK and through 360º programming like ‘Totally Jodie Marsh’, ‘Living On The Edge’ and the ‘MTV Europe Music Awards’, its broadcast and online services formed a truly multi-platform experience.

MTV continues to be a leading voice in music and with dedicated pages from www.mtv.co.uk for different genres there’s something for everyone. Recently, microsites went live for alternative music stalwart, MTV Two (www.mtv.co.uk/two), legendary urban music channel, MTV Base (www.mtv.co.uk/base), and supporting the only TV channel dedicated to dance music in the UK there’s MTV Dance (www.mtv.co.uk/dance). Each microsite has been overhauled to bring them closer to the channel strategies of each brand. The new sites have dedicated editorial support and form a direct link with the TV channels via the 360 programming process.

MTV also continues to champion emerging talent through MTV Spanking New Sessions (www.mtv.co.uk/sessions). These live, acoustic performances are exclusive to the online environment and feature both signed and unsigned artists. This new digital platform is a perfect stage that allows MTV to support newer artists earlier.