New York City (April 11, 2005)–MTV: Music Television has announced the launch of the new hybrid channel, MTV Overdrive to entertain viewers with both a linear viewing experience and video on demand capabilities in one web-based application. Available through www.MTV.com, MTV Overdrive will officially launch on April 25, 2005.
MTV Overdrive delivers a sleek, new video screen to viewers at broadband speeds and features exclusive and dedicated content including: continuous MTV News updates, artist interviews, music videos, live music performances, original and newly created short-form programming, MTV and MTV2 show footage, movie trailers and much more. MTV Overdrive is the latest addition to MTV’s multiplatform strategy, delivering content to viewers everywhere they demand it: on-air, online, wireless, VOD and more.
“Overdrive is a powerful new platform that allows users to have more control over the way they experience MTV,” said Van Toffler, MTV Networks Group president. “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.”
MTV’s new hybrid network will launch with six distinct channels of programming. To support the new hybrid network, MTV is building a new digital media-dedicated midtown studio at 1515 Broadway in Times Square to produce exclusive content, including regular updates from MTV News and more. The service will launch with a slate of top-tier multi-platform advertisers including Microsoft, Procter & Gamble and Sony Pictures.
MTV Overdrive is delivered via Windows Media Video and Windows Media DRM. MTV will soon release a version optimized for Microsoft Media Center Edition PCs, as part of an overarching strategic partnership announced in January by Microsoft and MTVN at the 2005 Consumer Electronic Show.