MTV Networks is launching a broadband service featuring programming from MTV and exclusive content.

MTV Networks is launching a broadband service featuring programming from MTV and exclusive content.

The service, MTV Overdrive, will kick off April 25 through mtv.com. It will feature MTV News updates, music videos, live concert footage, artist interviews, movie trailers and short films. Shows will average 5-15 minutes.

MTV Overdrive will run on six channels: Line-Up, Music, News, Movies, On TV and Playlist. The latter allows viewers to create a personalized channel comprising content from the other five channels.

Initial MTV Overdrive advertisers include Microsoft, Sony Pictures and Proctor & Gamble. The ads, which cannot be skipped through, are 15 seconds each.

MTV Networks Group president Van Toffler says MTV Overdrive, which has been in the works since 2001, came from listening to MTV fans. "They tell us that they want non-linear and linear ways to absorb our content," he says. "Fans made it clear that they want to personalize the content. They want to lean back and view the content when and how they like."

In the future, Toffler says, MTV Overdrive content may be available for downloading to mobile phones and PDAs, and a subscription service is being considered for premium content. Additionally, viral elements may be added to the platform.

MTV Overdrive will be produced from a newly designed digital studio at MTV's Times Square headquarters, adjacent to the one used for "TRL."