MTV Flux will run across TV, online and mobile platforms and will launch in two stages.
The interactive platforms will kick off on August 1, with the launch of a community-based website at .
At this site, users can register to become Flux members, dubbed "Fluxers", where they can create their own personalised on-screen identity or avatar.
This will be followed by the TV channel, MTV Flux, where content will feature back-to-back music videos chosen by members, with additional user-generated content and text-to-screen applications.
The more "Fluxers" interact, the more screen time they are rewarded with for their identity, giving them a greater say in what appears on the channel.
The service will also attempt to allow advertisers to reach a music, media and technical community across a number of arenas.
Nick Bampton, managing director of Viacom Brand Solutions which represents MTV, said: "Flux truly demonstrates MTV's understanding of its audiences and its ability to innovate with them.
"User-generated content and social networking are increasingly popular trends. Not only does MTV Flux tap into the heart of these, it also offers something that has never been seen before."
In addition, budding artists and directors will be able to share their creations by uploading content directly to the Flux website for all members of the Flux community to enjoy.
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