MTV ‘Freshens’ Web Content

NEW YORK MTV is revamping the way it presents Web content with the launch of The Daily Fresh, a continuous feed of original stories, news items and blog entries from across the Internet, selected by the site’s editorial staff.

The new platform will serve as the centerpiece of a planned comprehensive overhaul of MTV.com, according to Suejin Yang, vp, product development for MTV and VH1 Digital.

The Daily Fresh, which goes live today, has been designed to blend elements of blogs and social networking sites. Stories will be posted continuously, and users can scroll and sift through snippets of content without leaving the home page. In conceiving of The Daily Fresh, MTV appears to have been influenced by the current generation of celebrity and Hollywood-centric blogs like AOL’s Popeater.com and Yahoo’s OMG.com.

To better serve the multitasking, participatory needs of MTV’s core target of millennials, The Daily Fresh will periodically showcase commentary from the site’s community of users. For example, during a demonstration for reporters on Tuesday, the site featured a fan’s opinion about which contestant should be voted off the show America’s Best Dance Crew. Also on the social-networking front, MTV.com is planning to add integration features, which will make it easier for users to share the venue’s video content with their Facebook and Twitter circles.

During the presentation, MTV officials acknowledged that MTV.com had been overly promotional in the past and was not necessarily viewed as a daily destination by as many of the network’s viewers as it could be.

The drive behind Daily Fresh is to “shift their perception,” said Yang. “We are really trying to encourage daily visit habits.” MTV.com is a “site that should make their short list of daily entertainment.”

Nielsen Business Media