CONNECTIONS: MTV expands online strategy with broadband

SINGAPORE: MTV Asia has launched a website for its broadband-connected audience at www.mtvasiaawards.com/phat/. The move marks the company's initiative to offer broadband content in Asia.

by | 04/05/2002

According to CCG.XM, which developed the site, MTV Asia wanted the website to add value to its existing online properties and to maintain the buzz from its awards.

"We really wanted to get into the broadband content area for quite some time,

said Randall Maxwell, general manager of MTV Asia's online division.

The website features news, interviews and entertainment from the MTV Asia Awards, held in Singapore in February.

The animated site is loaded with features and promotions, and visitors can win prizes by voting for their favourite acceptance speech, red carpet interview and live performances.

Maxwell added: "MTV represents hip, cool and cutting edge so broadband content was always part of our online strategy. MTV knows the Asian youth market and we know that the majority of our massive online audience are using a dial-up service. Because of this, we felt that any big move into broadband enriched content would be inefficient.Then the MTV awards presented us with an opportunity."