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MTV's Online Strategy: Acquisitions

"There have been no multibillion-dollar Murdochian splurges, and no overnight game-changing deals for a MySpace or a YouTube," writes Mediaweek. But over the last year, Viacom's MTV Networks has strung together a series of doubles in the face of News Corp.'s new-media home runs. They include the August 10 acquisition of Atom Entertainment--which specializes in short films and casual gaming--and four other Web purchases since June of last year. Some have criticized the strategy as disjointed, but MTV chief Michael Wolf says every project has been carefully selected: "Each of these fits into an overall plan--building and broadening MTV Networks' presence on the Internet." He adds that sites such as Neopets boost online ad revenue, while properties like Atom could serve as talent farms for future TV shows. The company sees an urgent need to tap into three of the more pervasive trends among the 18-34 demo: viral video, social networking and video games, notes the trade magazine.

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