In recognition of an increasingly multichannel
world, MTV on Tuesday debuted a new cross-media group for incubating, developing and producing platform-agnostic content.
Heading up the new MTVX group is David Gale, who will report
directly to Stephen Friedman, president of MTV.
"The goal of MTVX will be to create content that has the potential to live anywhere and everywhere -- from television and online to mobile and
more," said Gale.
"Given how our audience consumes media, it's critical that MTV have a dedicated team to pioneer new narrative forms across all screens," said Friedman. "MTVX gives us an
additional creative pipeline that will broaden the diversity and scale of projects we develop."
David Gale and the MTVX team has already had experience in developing several properties that
have been extended to the various MTV 360 platforms, including the music series $5 Cover, created by "Hustle and Flow" director Craig Brewer, and the horror movie, "Savage County."
MTVX
launched on Tuesday with a brand new "Supervideo," directed by Drew Barrymore, which features Best Coast's single "Our Deal" and will air across MTV's multiple screens, including on-air and
online.
The Best Coast music video is the third to come out of the "Supervideo" franchise, which focuses on the development of story-driven music videos starring celebrities, directed by
acclaimed auteurs and featuring the music of MTV's buzz bands.
The first two videos included Academy Award-nominated actress Anna Kendrick in LCD Soundsytem's "Pow Pow," and rising stars
Dave Franco and Emma Roberts in the new buzz band Cults' video for "Go Outside."
The Supervideo franchise was created and executive produced with Kashy Khaledi from Mean Video.
For over a decade, Gale oversaw MTV Films, with a slate of diverse films that grossed more than $1 billion at the box office. Under Gale's leadership, MTV Films released 26 films, including
"Election," "Save The Last Dance," "Beavis and Butt-Head Do America" and "Varsity Blues."