MTV Networks divisions iFilm and Spike TV are teaming to create a new web platform for men, which will bring together iFILM’s online viral video presence and Spike’s broadband and television assets. The integrated website will offer original broadband video series and user-generated content geared to the 18-34 male demographic, providing healthy doses of animation, gaming, humor, extreme sports, viral video, cars, gadgets, movies and babes.
“This transition is an evolution, not a revolution,’ says Doug Herzog, president of MTVN Entertainment Group. ‘By aligning these two sites, we are drawing upon the best of both companies to accelerate our growth and profitability in the digital space.”
MTVN is confident that the combined traffic of iFILM and spiketv.com will immediately give the site millions of impressions to sell advertising against. Other economic advantages include the consolidation of management, sales, marketing, technology and programming efforts.
The newly created iFILM/spiketv.com group will report to Erik Flannigan, senior VP of digital media for MTVN Entertainment Group. Blair Harrison will step down as president and CEO of iFILM and is in talks with MTV Networks about other opportunities either inside or outside the company.
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