• June 13, 2006

Looking for the next wave in advertising opportunities for the digital age, MTV Networks will start a consumer-research group called Viewser Labs. MTV says Viewser Labs will "examine and re-think every minute of viewers' and users' experiences across MTV's multiple screens, from pods to programming to promo spots to product integration to commercial time and more." The ultimate goal of Viewser Labs is to find new advertising opportunities, says MTV, beyond the 30-second spot and the banner ad. Viewser Labs will be a collaboration, says the company--between clients, advertising agencies, and numerous internal MTV departments including ad sales, integrated marketing, on-air promos, programming, consumer marketing, and research.

--Wayne Friedman