MTV is continuing its exploration of the online world by continuing to create unique online niche site that will be based upon their most successfula and popular shows and themes.
"These [sites] serve as successful models for a new interactive, hyper-programming approach and represent the next phase in the evolution of media for consumers, from broadcast networks to cable channels and now to hyper-programmed verticals," said Van Toffler, president of MTVN's music and logo division.
The company said that they are planning on introducing over 20 online community sites for the real fans of the popular shows it has. They are also adding "theme" sites that will center around things like music, reality talent contests and celebrity gossip.
Executives at the company added that with the continuing fragmentation of the market, they may even narrow their content even further.
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