MTV picks Agency Republic for youth brief

Agency Republic has been appointed by MTV to bolster its presence among young internet users, while simultaneously promoting its TV channels.

Agency Republic, having beaten an undisclosed list of agencies in a pitch, has been briefed to work across three initial projects to help the Viacom-owned broadcaster make better use of online.

Its first task is to develop a digital strategy for the main MTV channels and all its sub-brands. The second project is to generate online promotion including content seeding for Strutter, Paul Kaye's follow-up to Dennis Pennis. The third is the online promotion of MTV Flux, its interactive TV service, which will allow viewers to have a say on what goes on the channel. The new channel aims to tap into the user-generated content market occupied by MySpace and YouTube.