Audio Interview: MTV%u2019s New User-Gen TV Service Flux | paidContent.org

Audio Interview: MTV%u2019s New User-Gen TV Service Flux |
paidContent.org : "Audio Interview: MTV's New User-Gen TV Service Flux [by Rafat]

Ed%u2019s Note: Peggy is our European contributing writer, covering mobile search & discovery, and conducting interviews for MocoNews.net. Below is her latest, also relevant to paidContent.org readers.
[by Peggy Anne Salz] Hot on the heels of its August 1 launch, I caught up with Matthew Kershaw, head of digital for MTV UK & Ireland, to talk about Flux, a new TV channel that allows members to upload their own content on to TV and ultimately control their own TV channel. This is a UK-only launch, with similar channels operating in couple of other countries in Europe.
So far, Kershaw reports %u201Chealthy numbers%u201D and only a few glitches. To encourage self-expression MTV %u2014 together with DA Group %u2014 has created 3D avatars for Flux, giving members Manga-like digital identities on any screen. As Kershaw sees it, the avatars are a perfect fit with mobile %u2014 allowing more personalized messaging and providing the basis for merchandising to mobile communities. The push is likely to begin with selling screen savers and the like, but the end-game is to monetize the Flux community. %u201CWe also want to extend that private messaging system [with] a mobile option if someone wants to get messages on their phone rather than their PC.%u201D It%u2019s early days, but, as brands come on board, MTV will seek to make it possible for Flux members to interact with select brands. %u201CNo-one wants to be forced to have a big brand splashed all over their personal home page, it%u2019s personal. But can we offer a system where we offer a selection of brands, and people can choose their brand.%u201D"

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