MediaBuyerPlanner: Viacom’s web strategy has been difficult to pin down, and its new move – launching thousands of MTV Networks websites in the hopes of drawing more viewers – could confuse its web presence even more, according to Reuters.
Viacom’s MTV Networks was once synonymous with popular culture, but in the age of MySpace and YouTube, it has lost some momentum. The new strategy, to help people find content through “thousands of front doors as opposed to one,” will enable the company to build websites related to every personality and aspect of its shows, says Mika Salmi, the new digital president of MTV Networks.
MTVNetworks has created three virtual worlds already: Laguna Beach for teenagers, Nicktropolis for children and Virtual Hills for young adults.
According to Reuters, the move to create thousands of new sites is a risky one for Viacom, increasing the possibility of breeding confusion and diluting corporate branding.
On the other hand, Viacom will be more aggressive than its peers in freeing up its content. It will allow viewers to post, send and even edit clips from television shows, for example.
Viacom expects to roughly double revenue from digital businesses this year.
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