MARCH 22, 2006 -
CMT is planning to launch a new broadband platform, dubbed Loaded, sometime this summer.
Details are few on Loaded, which is still in development at this point, but the online video channel is expected to feature a heavy slate of Country music videos, along with content tied to popular CMT series - in the same vein as MTV Overdrive and VH1 VSpot. A CMT rep confirmed the channel's launch.
Loaded is also likely to feature original content produced in conjunction with several prominent Country artists.
Loaded is the latest major broadband play from MTV Networks, which has carved out a stake in the fast growing market for online video through launching line extensions from four of its networks in the past year.
In addition to Overdrive and VSpot, Nickelodeon launched TurboNick last summer and Comedy Central debuted Motherload last fall. While each platform is being programmed distinctly, MTV has made the development of original broadband fare a clear priority--both to entice viewers and advertisers.
CMT, which is available in just under 80 million homes, has been enjoying on-air success of late, delivering its largest audience on record this past January's with its broadcast of the Miss America Pageant.
It's Web site, CMT.com, has already been producing some original video content, including Studio 330 Sessions, which features exclusive artist performances.
Source: http://mediaweek.com/mw/news/recent_display.jsp?vnu_content_id=1002234263&imw=Y
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