MTV goes ‘4D’ with virtual-worlds push
At N.Y. marketing conference, the cable network touted its game plan for melding content from MTV shows with fully 3D virtual worlds.
By Daniel Terdiman
Staff Writer, CNET News.com
Published: March 29, 2007, 4:00 AM PDT
NEW YORK–It already has one of the most valuable brand names in television. Now MTV is hoping it can repeat that success as a marketing leader in virtual worlds.
That was the cable giant’s message during a three-part keynote address Wednesday morning at the Virtual Worlds 2007 conference here.
The company is calling its new cross-platform strategy “4D.” Essentially, the approach will attempt to combine content from MTV Networks’ television shows with fully 3D virtual worlds and then put it all through a feedback loop in which people can interact with TV personalities and create content that becomes part of the shared experience.
“We really believe that this is going to profoundly change the ways that brands like MTV interact with their audience,” said Matt Bostwick, senior vice president for franchise development at MTV Networks’ Music Group. “There’s no tight storyline you’re following. It’s an open experience.”