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MTV puts it into 'Overdrive'

Wed, 04/06/2005 - 8:00pm
Jeff Baumgartner

MTV: Music Television has unveiled plans for a "hybrid" channel called "MTV Overdrive" that offers both linear content and on-demand fare via the Web.

The Web channel, set to launch April 25, will offer a raft of news updates, artist interviews, music videos, live video performances, movie trailers, and short-form programming. MTV said the effort is part of a strategy to deliver content via multiple alternative platforms.

The network will feature several "channels" of programming: The Lineup (highlights of the day's programming), News (MTV News updates created four times per day), Music (videos, performances), On TV (content tied to MTV originals such as "Real World/Road Rules Challenge"), and Movies (trailers, celebrity interviews).

MTV, which will support the effort with a new studio in Times Square, also plans to add video game culture and personal style channels. The service will support Microsoft Corp.'s Windows Media Video codec and the Windows Media digital rights management platform.

"Combining short-form linear viewing with an on-demand experience, Overdrive is a great example of our ability to provide viewers with personalized versions of MTV programming that is available whenever they want it," said MTV Networks Group President Van Toffler, in a release.

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