MTV Joins Streaming Music Video Party

Online services that offer music videos on demand are catching on with consumers as well as advertisers, who see their growth as a sign of the changing media landscape in which consumers have vastly more control than in the past.

Eyeing the success of Yahoo! and AOL in drawing consumers to watch music videos online, MTV last week joined the party with its own broadband video site, MTV Overdrive, which will let viewers see two- to four-minute videos on their own schedules when it launches later this month.

“[MTV viewers] want to absorb our content in non-linear ways,” said Van Toffler, president of MTV Networks.