MTV Networks already has 150 websites in 162 countries, and it has plans to build thousands more. “People tend to find content on the Internet through thousands of front doors as opposed to one,” said Mika Salmi, the new digital president of MTVN. Salmi said MTVN plans to build sites related to every personality and aspect of its shows. The trick is to not create brand fragmentation and user confusion. “The goal is hopefully to tie it all together over the next year, and to be far more open,” he said. MTVN’s plans appear to be similar to Yahoo’s “brand universe” strategy which involves launching 100 sites tied to movies, TV shows, bands, celebrities, games and other types of entertainment.
Adds Don in comments: “Local TV stations should take a look at the MTVN model. There are so many sites out there that are trying to graft everything they can on to the legacy brand. Any local TV site that is trying to graft classifieds on to KXXX.com isn’t going to see traction…. Break that content (or whatever non-news vertical you are trying to make work) off and find another brand – one that makes sense for your market.”