MTV Networks have confirmed that their new US based online video-on-demand service, Overdrive, will launch on 25 Apr offering a range of artist interviews, music videos, live performances, news updates, movie trailers plus segments from MTV and MTV2 programmes.
Commenting on the new service MTV Networks Group President Van Toffler told reporters: "Like our audience, we are always evolving, finding new ways to create compelling content for breakthrough technologies, and Overdrive is a powerful new platform that allows users to have more control over the way they experience
MTV. Combining short-form linear viewing with an on-demand experience,
Overdrive is a great example of our ability to provide viewers with personalized versions of MTV programming that is available whenever they want it."
The company's Senior VP of Digital Music and Media, Jason Hirschhorn, added: "With an incredibly high percentage of young people using broadband, it seemed essential to create a new hybrid screen with its own content to complement MTV, MTV2, MTV.com and *MTV."
As previously reported, the new service will see MTV compete with the likes of Yahoo, MSN and AOL who have all be developing their own music based video on demand services. Needless to say MTV will be hoping to gain some dominance in the space by cross promoting their service via their TV channels, and making highlights of their existing shows available online. Meanwhile, the new online service is expected to be used to promote MTV's download platform when it launches later this year.