MTV UK reveals its newest digital ventures - a social networking site called MTV House and a support portal aimed at young people called MTVi.MTV House is a social networking and entertainment site that will allow users to create character avatars, explore rooms full of interactive content, and chat with friends. The site will give users access to exclusive MTV content such as videos, reviews and news as well as featuring competitions, offers and promotions.
Philip O'Ferrall, VP Digital Media at MTV said; "MTV.co.uk is about building a community for online audiences that are passionate about entertainment and music, as well as being socially conscious, and therefore our digital activity is evolving and adapting to allow the audience to express themselves more."
The new site will give advertisers the chance to reach the MTV audience by offering bespoke and generic advertising opportunities; house branding, themed rooms and potential sponsorship will be available.
This is the second virtual world type social networking site to be launched in recent weeks, with MTV following in the footsteps of search engine giants Google, who recently announced the launch of its 3D virtual world, Lively.
MTV is also opening MTVi, a support portal aimed at young people. The site is ad-free, and offers young people support and advice on various issues such as drugs, anti-violence, climate change, and mental and sexual health. MTV is working in partnership with other organisations who already offer support networks for young people, including Big White Wall, Frank, Urban Concepts, and The Terence Higgins Trust.
The site will be regularly updated by MTV with additional information and new topics to ensure that it continues to offer young people relevant and up-to-date information on a variety of youth issues.
The launch of MTVi follows a survey conducted by Media Research in June which found that young people report suffering more personal and social problems than they did a year ago and almost two thirds of the young people surveyed believe that young people are more depressed now than ever before.
Georgia Arnold, senior vice president of social responsibility for MTV networks said: "With up to a third feeling that they have to deal with their problems alone, we hope MTVi will become both a useful online resource where our audience can find relevant and useful information on issues that affect them and a portal to expert support beyond the site itself through our partners."
