Viacom Inc.’s mtvU, a division of MTV Networks that is
available on more than 750 college and university campuses across the U.S.,
will launch an online network of instructions and guides, aspiring to become
the students’ universal “manual.”
In collaboration with college newspapers and a local
Internet search and advertising network, mtvU has conceived a series of Web
sites which provide listings for everything that might be of any interest to college
students. From night clubs and bars to public transportation and dining room
schedules, everything can be found on the mtvU fresh Web sites, an executive
said.
“We’re simplifying students’ experience and providing
national, regional and local advertisers a powerful connection to this hard to
reach audience,” said Stephen Friedman, general manager of mtvU, according to
Reuters.
MTV’s target, young adults and university students, may
prove to be part of a very profitable business for the company, as they are well-know
for being major media consumers.
Following the decision by News Corp.’s Fox to broadcast the
premieres of TV series “Terminator: The Sarah Connor Chronicles” and “Fringe”
both on television and over the Internet simultaneously, exclusively for
college campuses, mtvU is trying to make its services and programming more
accessible to its audience.
Although MTV Networks has outshined other youth networks for
decades, it has nonetheless fallen back in the past years.
mtvU will launch 25 Web sites on Tuesday at numerous colleges
including the University of Texas at Austin, Northwestern University
and University of
Pennsylvania.
The network is due to launch a total of 50 daily guides by
the end of the year.
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