Broadband generation prompts MTV to launch online Overdrive network

NEW YORK - With the promise of exclusive programming from established shows such as 'The Osbournes' and 'Jackass', MTV has launched an online video network in response to the growing number of its youth audience who are hooked up to broadband.

The broadband network, called MTV Overdrive, will be made available through its website from April 25 and has five distinct channels.

MTV said that the network was being launched in response to the growing numbers of its youth audience who had broadband internet access. It described Overdrive as a "new hybrid screen" with its own content.

As well as including streaming videos, users will be able to choose videos and news content. Exclusive material is also being produced, following the setting up of a dedicated digital media studio at MTV's New York base.

Advertisers already signed up include Microsoft, Procter & Gamble and Sony Pictures.

Van Toffler, MTV Networks group president, said: "Like our audience, we are always evolving, finding new ways to create compelling content for breakthrough technologies and MTV Overdrive is a powerful new platform that allows users to have more control over the way they experience MTV."

The five channels on the network cover news, movies, music, highlights of the day and a behind-the-scenes look at MTV's shows. Others, covering videogames and style, are also set to launch at a later date.

Meanwhile, MTV Networks Euorpe has announced the launch of Nickelodeon in Germany. The children's 24-hour channel and website will launch this September.

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