A new MTV Web channel will give advertisers a vehicle to sport their goods online. MTV will debut a Web-based video content channel called Overdrive. The site will offer users with high-speed connections the chance to click and pick from MTV’s news, interviews and music videos, as well as clips from its reality shows. The site will handle between 50 to 70 clips per category every 10 days. Each clip will range between two to six minutes in length and will be played using Windows Media Video, and Windows Media DRM (Digital Rights Management). Ad space will be offered in 15-second video segments that will play prior to the start of the selected clip.
MTV Networks and Microsoft formed a strategic agreement to deliver digital entertainment at last January’s Consumer Electronics Show in Las Vegas. Procter & Gamble, Microsoft, and Sony Pictures will feature ads on the new site. Overdrive will start Monday, April 25.
