MTV Networks first invested in Social Project, then known as Tagworld, in 2006 and the two launched Flux, which at the time was the centrepiece of MTV Networks' strategy to retain viewers.
The acquisition, terms of which were not disclosed, will enable MTV Networks to accelerate the introduction of Flux across its online portfolio and further connect its various websites and others through social media tools.
MTV Networks added that it will take a more active role in recruiting new external web publishers to the Flux network. Flux, which has more than 7.5 million registered users, enables web publishers to add social media features to their sites. The Flux Publisher Network currently includes more than 35 MTV Networks websites, such as Atom.com.
As part of the announcement, MTV Networks named Joshua Dern senior vice-president and general manager of social media, a role in which he will oversee Social Project and Flux. Dern most recently served as vice-president of MTV Networks' social media strategy and operations.
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