MTV UK Overhauls Website

LONDON, February 1: MTV Networks UK & Ireland has
repositioned its website as a general music and entertainment portal for the
16- to 34-year-old demographic.

The overhaul is expected to maximize potential of the site’s
growing audience. The company released figures stating that December 2007’s
page impressions were up 75 percent over the same time period one year before,
and video clip streaming has jumped 771 percent following the network’s newly
implemented 360-degree commissioning process that bulked up the site’s video
content and interactive features. Additionally, the average time people spent
on the site in 2007 increased by almost 50 percent on the 2006 average session
length.

The website repositioning comes on the heels of last year’s
re-branding of the MTV television channels in the U.K., which saw the adoption
of 360-degree programming such as Totally Jodie Marsh, Living On The Edge and the MTV Europe Music Awards, in which programming was developed with a
multi-platform experience in mind.

According to company executives, the website redesign is the
first phase of multiple enhancements and additions MTV has planned for 2008.

“We are very proud of the turnaround at www.mtv.co.uk, the
360 programming and enhanced music services have proved a great hit with the
audience,” said Philip O'Ferrall, the VP of digital media at MTV Networks UK
& Ireland. "The first phase can now be seen online at
www.mtv.co.uk."

—By Ned Berke