LONDON (Brand Republic) - Cable and satellite music channel MTV Europe is launching a 24-hour interactive music service called MTV Live, aimed at its core 16- to 34-year-old audience this spring.
The channel, which begins consumer testing in broadband cable systems in Sweden and France in March, is expected to roll out on other broadband systems in Scandinavia, the Netherlands and France from April.
The service will feature live broadcasts from MTV鈥檚 archive which will be mixed with interactive TV. The digital broadcasting technology will be provided by Tripledash.com, an interactive TV developer founded last year by former MTV executive Henrik Werderlin and investment banker Claus Mathison.
MTV is to take a 3% stake in the company for £150,000, valuing the firm at £5m.