MTV.com Relaunched with Community-Building Features

New York-based MTVi Monday fulfilled its promise to overhaul its flagship MTV.com Web site this summer, part of the Viacom subsidiary's MTV360 strategy to tightly integrate the MTV, MTV2 and VH1 television channels with the Web site. The ambitious new site is intended to "put the spotlight on fans" by adding robust community elements, giving users the ability to connect to their favorite music, artists, MTV shows and each other. The new tools include in-browser, one-click messaging and dynamic user profiles. "The new site represents the vitality and innovation that characterizes MTV and MTV2," said Judy McGrath, president of the MTV Group and chairman of Interactive Music. "MTV.com is a critical element of MTV360, putting the experience in the hands of our loyal fans whether they are at home, online, or standing outside the MTV studios in Times Square. It's another great way into MTV and music." A prime example of the effort to create synergy between the broadcast and online properties is the "What's On Now" bug, which appears on the upper left corner of every page on the MTV.com site. The bug informs users of current happenings on MTV, MTV2 and MTV.com.