MTV Networks has reached an agreement to acquire the Santa Monica, Calif.-based Social Project, Inc., the company behind Flux, a social networking tools and services company, which MTVN has invested in over the past few years and employs on several of its Web sites.
Flux has been designed to provide Web users with the ability to create mini-social networks around narrow topics of their choosing–like TV shows and bands–while also enabling the delivery of content via these networks. MTVN officials claim that Flux is employed on more than 1,000 Web sites which in total reach over 7.5 million unique users.
Currently, MTVN uses Flux’ technology on 35 of its own Web sites, including MTV.com, ComedyCentral.com and Spike.com. The plan is to deploy the tools across its portfolio and across its growing network of partner sites (MTVN recently announced plans to roll out multiple ad networks centered around its core brands–which the the company refers to as its Tribes strategy). Joshua Dern has been installed to lead Flux’s growth as the newly named senior vp and general manager of social media at MTVN. Dern was most recently vp of MTVN social media strategy and operations.
MTVN officials believe that the Flux social networking platform is particularly suited to the needs of a giant, TV-centric media company as it encounters open content distribution.