MTV Networks bought Social Project Inc., the company it partnered with to build its Flux social media network.

MTV incorporated the Flux network across the company's various properties to give fans the ability to join online social communities related to their favorite shows, artists, artists and other common interests. The Flux Publisher Network consists of more than 35 MTV Web sites, including, and, as well as the Web sites of the individual programs on each.

MTV says, with the acquisition, it will now take on a more active role in promoting the platform to other Web publishing partners. It also plans to use Flux user data information to direct more targeted advertising via its Tribes ad network.

MTV named Joshua Dern as senior VP and GM of social media, where he will oversee both Social Project and Flux. He will report to executive VP and creative director of global digital media Kenny Miller, and will be based in Santa Monica, Calif.

Prior to the acquisition, MTV held a minority stake in the company. Financial details were not disclosed.