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MTV networks UK & Ireland launches Fatband, on-demand entertainment service


WEBWIRE –


MTV Overdrive (http://www.mtv.co.uk/overdrive ) is to preview exclusive Pimp My Ride UK series 2 clips online. From Sunday 23rd April, MTV Overdrive will be the place to see exclusive material from your favourite shows that simply isn’t available anywhere else. It’s MTV with extra chips.

MTV Networks UK & Ireland, a division of Viacom Inc. (NYSE: VIA and VIA.B) today announces the first stage launch of its comprehensive online video on-demand music and entertainment service MTV Overdrive, furthering MTV UK’s commitment to provide its audience with a truly multi-platform experience.

This development begins with the Overdrive entertainment gateway, showcasing exclusive, extra clips, online from the best of MTV’s hit shows including, Pimp My Ride UK, Screenplay, Punk’d, Dirty Sanchez and more, as well as bespoke news packages, movie trailers and a selection of music videos. MTV Overdrive (http://www.mtv.co.uk/overdrive ) will operate an on-demand service allowing viewers to create their own playlist of shows that will automatically update week in, week out, affording viewers total control over what they watch and when they watch it.

“The launch of MTV Overdrive represents the next stage of our development ideal to promote multi-platform ubiquity of access to all MTV UK’s products and services,” explains Angel Gambino, VP, Commercial Strategy and Digital Media MTV Networks UK.

“Our viewers are early adopters of new technologies and we know, through the take-up of our online, mobile and wap services that they are keen to receive MTV content across all the screens they use – PC, TV and mobile phone.”

Available from Sunday 23rd April 2006, MTV Overdrive will launch its online entertainment gateway to coincide with the television premiere of Pimp My Ride UK, series 2 – the first programme that represents MTV’s future commitment to 360-degree, multi-platform programme production.

“Pimp My Ride UK is a perfect example of MTV productions that are pioneering this idea,” says Gambino, “for example exclusive Pimp My Ride clips work brilliantly online - allowing car enthusiasts that follow the show to take a closer look at the mechanics involved.

“It makes perfect sense to link the launch of this programme with MTV Overdrive in the UK.”

MTV Overdrive (http://www.mtv.co.uk/overdrive ) launched in April 2005 in the US, followed by the September launch of a customised service for Latin America called MTV Revolution. Another localised service for MTV Overdrive launched in conjunction with the debut of MTV Canada last month, and the company has plans to launch additional online, on-demand services for MTV and Nickelodeon internationally throughout the year.

Media Contacts:

Tessa Tennyson –
MTV Networks UK
T - +44 2072846214
E – tennyson.tessa@mtvne.com

Andrea Carter
Firefly Communications
T - +44 2073861523
E – andrea.carter@fireflycomms.com
About MTV Networks UK & Ireland:
MTV (http://www.mtv.co.uk ) Networks is the largest television network in the world and a leading creator of programming and content across all media platforms, with 111 channels and 94 websites reaching more than 440 million households in 167 countries worldwide.

MTV Networks UK & Ireland operates 3 channel groups – Comedy, Kids and Music.
Our 9 branded music channels comprise of MTV, VH1, MTV Hits, MTV Base, MTV Dance, MTV2, VH2, VH1 Classic and TMF. They feature the best in music alongside popular shows such as Pimp My Ride, Newlyweds, Punk’d, Dirty Sanchez and Cribs. MTV Network’s music channels are available on Sky, Cable (through ntl & Telewest) and Freeview, reaching larger audiences than at any time in UK history, with an average of over 17 million viewers each month according to BARB research.

Paramount and Nickelodeon in the UK are part of the MTV Networks International portfolio of channels through joint ventures with BSKYB.

In addition, MTV Networks is a pioneer in the new and exciting world of digital media, winning awards for its interactive and online services, as well as being the first media company to offer made-for-mobile 3G video content. Since 2005 MTV Networks UK & Ireland has offered mobile distribution of four TV channels (MTV Snax, MTV Trax, Paramount and Nickelodeon).
MTV Networks is a unit of Viacom.

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