MEDIA-I: New media choice - MTVAsia.com - Jimmy Poon, Regional director, Tribal DDB

<p>Site: www.MTVAsia.com </p><p><BR><BR> </p><p>The site design is consistent with its TV image, with an abundance of </p><p>content and activities, a good sign for a youth-oriented site. MTV's </p><p>channel and website do not seem well integrated. Doing so would extend </p><p>one medium's strengths to compensate for what the other lacks to deliver </p><p>the same well-rounded viewer experience. </p><p><BR><BR> </p><p>It is good to have a contest on the homepage positioned </p><p>above-the-fold. </p><p><BR><BR> </p><p>It gives people something to interact with - the unique strength of the </p><p>web as a medium. I would add descriptions to entice full participation; </p><p>just having the name alone is not strong enough to provoke maximum </p><p>participation. </p><p><BR><BR> </p><p>The sheer abundance of content is a little confusing; possible solutions </p><p>include: </p><p><BR><BR> </p><p>- Dividing sections with clearer visual cues. </p><p><BR><BR> </p><p>- Reducing the amount of content featured simultaneously on the </p><p>homepage. </p><p><BR><BR> </p><p>- Adding one-to-two-liner descriptions for items featured on the </p><p>homepage. </p><p><BR><BR> </p><p>On-site copy writing is generally a neglected area, with most creative </p><p>attention focused on design. In mtvasia.com's case, although content </p><p>copy is strong (such as specific artist introductions), the headline </p><p>copy is relatively weak in comparison. Sound and motion are key to MTV's </p><p>whole identity. Content-wise, they have been well taken care of with </p><p>video and music clips. But in terms of site interface, there is still </p><p>room for stronger Flash development, expressing the same level of MTV </p><p>dynamism. </p><p><BR><BR> </p>