• Broadcasting and Cable, Friday, May 25, 2007 10:47 AM

As promised, MTV Networks is developing several more virtual worlds as part of its bold strategy to capitalize on its more popular brands. Speaking at the Goldman Sachs Internet Conference in Las Vegas, MTVN Global Digital Media President Mika Salmi pointed to the company's more than 230 microsites containing TV, games and other forms of content, saying it would add more virtual worlds for its shows and different music genres. He added that MTV next plans to integrate users' avatars into TV shows. MTVN already has five virtual worlds, including one tied to the hit show "Laguna Beach" and another to Nickelodeon.

It's a strategy that certainly could be construed as fragmented, though Salmi says, "We really look at [these sites] as one company." Salmi joined MTV as digital chief last November after his company Atom Entertainment was acquired by MTV parent Viacom. Chairman Sumner Redstone had criticized former MTV President Tom Freston for failing to jump on the social media bandwagon.

Salmi says social media is more effective when it's centered around strong brands. Nicktropolis for example, the virtual world for Nickelodeon, has more than 3 million users. During the first quarter, MTV added more than 53 new advertisers to its digital network.

Read the whole story at Broadcasting and Cable »