Audio Interview: MTV's New User-Gen TV Service Flux

(c) Peggy Anne Salz
Hot on the heels of its August 1 launch, I caught up with Matthew Kershaw, head of digital for MTV UK & Ireland, to talk about Flux, a new channel that allows members to upload their own content on to TV and ultimately control their own TV channel. So far, Kershaw reports "healthy numbers" and only a few glitches. To encourage self-expression MTV -- together with DA Group -- has created 3D avatars for Flux, giving members Manga-like digital identities on any screen. As Kershaw sees it, the avatars are a perfect fit with mobile -- allowing more personalized messaging and providing the basis for merchandising to mobile communities. The push is likely to begin with selling screen savers and the like, but the end-game is to monetize the Flux community. "We also want to extend that private messaging system [with] a mobile option if someone wants to get messages on their phone rather than their PC." It's early days, but, as brands come on board, MTV will seek to make it possible for Flux members to interact with select brands. "No-one wants to be forced to have a big brand splashed all over their personal home page, it's personal. But can we offer a system where we offer a selection of brands, and people can choose their brand."
Community drive: Flux is more than a community; the metrics MTV gathers there will provide the basis for more personalized and targeted advertising and content-selling schemes. Segmentation data is the initial focus for MTV, and the next step is to drill down in the data to present users content suggestions based on profiles, preferences, etc... "Customer segmentation and customer targeting is absolutely on our agenda.... But, first of all, you need to have the direct relationship with the customers."
Comparison with MySpace: Don't make one. Kershaw believes they are misleading. First of all, MTV is trying to build a community around its broadcast -- not an online community. Both have mobile ambitions, but MTV is more focused on music.
Breaking down is best: "We're already thinking to the next stage....The Flux project could almost be too broad, and [we're thinking] are we going to want to launch similar to these kind of communities around some of our more genre based channels....Do we want to even break down our community into more bit sized chunks in the same way we used to just have one MTV, one size fits all....So, yes, absolutely, we think that niche probably will be an emerging trend."

Audio:

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