MTV is going to launch a pan-European interactive television and broadband channel, called MTV Live, next month.
MTV Live, which has been created by MTV Northern Europe and the interactive television developer Tripledash, will launch in France and Sweden at the beginning of March. It is expected to roll out to the UK and the rest of Europe later this year.
Tripledash, in which MTV has a small stake, is also in the process of developing an interactive television advertising template for potential advertisers in an attempt to simplify the commercial proposition of interactive television.
Eric Kearley, the vice-president of content development for MTV Northern Europe, said: 'Most advertisers think that interactive television is a big investment. We want to develop templates for interactive television, almost like a menu, to make it a simpler and more affordable proposition for them.'
Claus Mathisen, the chief executive and co-founder of Tripledash, said: 'What we are going to offer advertisers is very interesting. MTV will be able to tell who is watching the ad and where.'
Kearley said that, initially, the main opportunities available to brands through the interactive platform will be sponsorship deals. Kearley said: 'We are currently in talks with a number of mobile phone brands but have yet to sign up any advertisers.'
Kearly added that the interactive channel will not offer viewers a service that provides music videos on demand.
'MTV has to retain its editorial control of the broadcast stream - a video on control service would lose what MTV is best at, which is adding value for the viewer,' he said.