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

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

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