More on why MTV Networks (NYSE: VIA) is closing Flux, its music videos channel that’s controlled by viewers’ online video submissions, karaoke, track selections and other contributions (see last night’s post)…
MTV always wanted to “flux” its full channel portfolio, a spokesperson told us. “One of the key discoveries was that (viewers) wanted very specific control in terms of the music they enjoy and that, as a channel, the Flux offering was too broad.” The brand’s MySpace-like youth community has produced some creative output in its time, and the roster of music vids to choose from tried to reflect that (Bjork, Sigur Ros et al are regular fixtures) – but MTVN UK&I last year strengthened the brands of its genre-specific music channels, and it’s now moving away from interactivity that straddles the genres…
The network will “keep and support the MTV Flux online community and then evolve Flux elements for each of the music channels (MTV Base, Hits, Dance and MTV2)”, each of which will add a weekly half-hour show, Flux Me I’m Famous comprising the top five new stories selected by community members, who can submit ideas for a related playlist. In MTV Flux’s place, MTV One will get a time-shifted MTV One +1 slot.