MTV UK Repositions www.mtv.co.uk as a Premiere Music and Entertainment Portal

MTV UK Repositions www.mtv.co.uk as a Premiere Music and Entertainment Portal

MTV UK Enhances its Online Experience, Repositioning www.mtv.co.uk as a Leading Youth, Music and Entertainment Destination

A Record-Breaking Year for MTV On-Line With a 771% Increase in Clips Viewed at www.mtv.co.uk/video, in December 2007 Compared to December 2006

75% Increase in Page Impressions at www.mtv.co.uk in Same Period

LONDON, January 31/PRNewswire/ --

- Average time people spent on www.mtv.co.uk up nearly 50% in 2007

MTV Networks UK & Ireland is repositioning http://www.mtv.co.uk as a general music and entertainment portal for 16-34 year olds. The site will become a destination for all things MTV, bringing the best of its award-winning music and entertainment programming together in a revamped homepage, rich in editorial scoops and exclusive video content.

The reposition of http://www.mtv.co.uk as a portal site follows a successful period in MTV's on-line fortunes. For http://www.mtv.co.uk, December 2007 page impressions were up 75% on December 2006. The stats also show month on month momentum in the last 6 months of 2007 as more content clips became available on-line as a result of the newly implemented 360 commissioning process. In fact, video clips viewed at http://www.mtv.co.uk/video in December 2007 were up 771% on December 2006. And the average time people spent on http://www.mtv.co.uk in 2007 increased by almost 50% on the 2006 average session length.

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 360 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.

A natural part of the 360 process is to also extend the programme brand and experience to an online game, many of these - such as 'Pimp My Ride: Big Dog Donuts' and 'Jodie Marsh: Escape the Mingers!' - can be found alongside other MTV games at http://www.mtv.co.uk/games

'We are very proud of the turnaround at http://www.mtv.co.uk, the 360 programming and enhanced music services have proved a great hit with the audience,' said Philip O'Ferrall, Vice President, Digital Media, MTV Networks UK & Ireland. "The first phase can now be seen online at http://www.mtv.co.uk."

"As a result of the site redesign and improved navigation, page impressions were up by 75% on 2006 figures and we have also seen a massive 771% increase in clips viewed," continued O'Ferrall.

The MTV audience has now become a real community online, passionate about entertainment, music, news and pro-social campaigns. Last year MTV Networks launched the biggest ever global research project, entitled 'Circuits of Cool', to find out exactly what digital technology means to its audience of 16-24 year olds and how they are using it. The resulting knowledge has been used to provide an enhanced user experience that enables a community of viewers to interact with MTV and each other.

"Our audience have already told us they love MTV News, in response we have launched http://www.mtv.co.uk/news with dedicated online news reporters," commented O'Ferrall.

MTV continues to be a leading voice in music and with dedicated pages from http://www.mtv.co.uk for different genres there's something for everyone. Recently, microsites went live for alternative music stalwart, MTV Two (http://www.mtv.co.uk/two), legendary urban music channel, MTV Base (http://www.mtv.co.uk/base), and supporting the only TV channel dedicated to dance music in the UK there's MTV Dance (http://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 (http://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.

This is the first phase of MTV's multiple enhancements and additions that will be seen in 2008.

About MTV Networks UK & Ireland

MTV Networks is the largest television network in the world and a leading creator of programming and content across all media platforms, with 112 channels and 94 websites reaching more than 440 million households in 167 countries worldwide.

MTV Networks UK & Ireland operates 3 channel groups - Comedy, Kids and Music. Our 9 branded music channels comprise of MTV One, VH1, MTV Hits, MTV Base, MTV Dance, MTV Two, MTV Flux, VH1 Classic and TMF. They feature the best in music alongside popular shows such as Pimp My Ride, My Super Sweet 16, Living On The Edge, Punk'd, and Cribs. A tenth channel, MTV(R), offers the best of MTV shows on the entertainment section of the Sky EPG. MTV Network's music channels are available on Sky, Virgin Media and Freeview.

Paramount and Nickelodeon in the UK are part of the MTV Networks International portfolio of channels through joint ventures with BSKYB.

In addition, MTV Networks is a pioneer in the new and exciting world of digital media, winning awards for its interactive and online services, as well as being the first media company to offer made-for-mobile 3G video content. Since 2005 MTV Networks UK & Ireland has offered mobile distribution of four TV channels (MTV Snax, MTV Trax, Paramount and Nickelodeon). MTV Networks UK & Ireland has also launched MTV Overdrive, an on-demand, broadband entertainment and music service where users can view the best of MTV shows free and create and build their own playlists, and MTV Flux, a brand new social network community stretching across online mobile and television.

MTV Networks is a unit of Viacom.

http://www.mtv.co.uk

          For Further Information Contact:      Jonathan Reader,     Corporate Communications,     MTV Networks UK & Ireland,     Telephone: +44(0)20-7284-6435,     jonathan.reader@mtvne.com  

Source: MTV Networks UK & Ireland

For Further Information Contact: Jonathan Reader, Corporate Communications, MTV Networks UK & Ireland, Telephone: +44(0)20-7284-6435, jonathan.reader@mtvne.com

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Profile: International Entertainment