MTVN to build thousands of websites
Cory Bergman March 6th, 2007
MTV Networks already has 150 websites in 162 countries, and it has plans to build thousands more. “People tend to find content on the Internet through thousands of front doors as opposed to one,” said Mika Salmi, the new digital president of MTVN. Salmi said MTVN plans to build sites related to every personality and aspect of its shows. The trick is to not create brand fragmentation and user confusion. “The goal is hopefully to tie it all together over the next year, and to be far more open,” he said. MTVN’s plans appear to be similar to Yahoo’s “brand universe” strategy which involves launching 100 sites tied to movies, TV shows, bands, celebrities, games and other types of entertainment.
Adds Don in comments: “Local TV stations should take a look at the MTVN model. There are so many sites out there that are trying to graft everything they can on to the legacy brand. Any local TV site that is trying to graft classifieds on to KXXX.com isn’t going to see traction…. Break that content (or whatever non-news vertical you are trying to make work) off and find another brand - one that makes sense for your market.”
4 Comments Add your own
1. Don Day | March 6th, 2007 at 10:40 pm
Can I soap box for a quick minute?
Local TV stations should take a look at the MTVN model. There are so many sites out there that are trying to graft everything they can on to the legacy brand. Why?
Use the power of TV to promote a brand other than your core. Any local TV site that is trying to graft classifieds on to KXXX.com isn’t going to see traction. Classifieds is just another screaming voice trying to get attention on a crowded home page. Break that content (or whatever non-news vertical you are trying to make work) off and find another brand - one that makes sense for your market. You’ll see a much better return and provide less confusion. Plus, if the classifieds are all alone (or mostly alone) on a site, they don’t have to compete with everything, giving you a second “face” to present to the world. This isn’t to say “don’t put your classifieds on your legacy brand site” — do this, but push people to your secondary brand.
2. thephiladelphiachannel | March 7th, 2007 at 6:40 am
don makes a good point. but in order to do this local will first have to learn to LINK to other sites. and then DO IT.
it’s amazing to me that this basic idea cannot even get play at station groups that own in several markets.
3. Jeff Bailey | March 7th, 2007 at 4:42 pm
But think as a bean counter for a moment — If you already have classifieds or other content and split that ’something’ off from the Wxxx or Kxxx site, you’ll have to explain to those higher up the corporate food chain why your “hits” and Alexa ranking has suddenly dropped. And the numbers for the new site may not look impressive enough to the uninitiated for them to justify the costs.
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