TMF, which launched last week, will sit alongside the broadcaster’s two other long-form programming platforms, MTV and VH1. It allows users to interact with the channel from their mobile phones and online, and according to MTV Networks Australia MD Dave Sibley, will give advertisers greater cross-platform reach.
In Holland, one of just a handful of markets to carry TMF, the platform now boasts more than 500,000 registered users. But media agencies remain guarded in their assessment of the new venture.
“I would question how TMF is going to achieve scaleability, and whether or not it will run into copyright issues as it becomes more popular,” said Michael Lane, digital innovations director, Universal McCann Australia. “But if you look at youth user-generated trends, consumers are looking for this kind of outlet. It has real implications beyond the youth demographic, news and other community platforms.”
Sibley said TMF would be constantly reviewed to ensure it gains critical mass.
“It’s going to be a slow build, but we want to evolve the channel the way consumers want it to evolve.”