MTV will launch a major push to develop its online brands in the UK
in an effort to close the gap on the market leaders dotmusic and
To head its interactive operations, MTV has poached Chris Sice who, as
the head of new media for Miller Freeman Entertainment, was responsible
for turning dotmusic from a trade music website into a top UK consumer
He joins MTV as it prepares to relaunch its digital TV and web channel,
M2, as MTV2.
The new look sees a revamped site and on-screen visuals designed by the
internet consultancy Digit.
The channel was first launched last July but is now being rebranded to
create more of a distinction between itself and its sister channel,
Sice will head MTV Interactive in the UK and Ireland and will also be
responsible for developing MTV’s online brands which include VH1 Online,
MTV.co.uk and Sonicnet.
MTV in the US is a top ten website, but in the UK it lags behind
dotmusic, NME.com and MinistryofSound.com.
MTV, Sice says, is the sleeping giant of music on the net with a
built-in advantage of access to a wealth of content.
According to Sice, ’MTV is in a very strong position. It is already a
top ten site in the US and that is what we are trying to achieve in the
UK by realising MTV’s potential as a digital brand.’
He added: ’It has so much rich content that is extraordinarily valuable
with the coming of broadband.’