MTV U.K. is replacing its user-generated service MTV Flux with a time-shifted channel, MTV ONE plus 1, effective from February.
MTV says it will keep the Flux online community, and introduce Flux elements for each of the channel’s branded music channels, MTV Base, Hits, Dance and MTV2.
The channels will now offer a weekly 30-minute music programming show with a working title of “Flux Me I’m Famous,” which will enable members of the online community to chose the content.
“MTV One has been incredibly successful since it’s relaunch last summer and launching a time shifted version will maximise the opportunity for our audience to enjoy the channel’s content,” says an MTV spokesperson in a statement.
MTV Flux was launched in August 2006. Since then, the MTV spokesperson adds, “we have learned a great deal about how our audience interact with the channel and one of the key discoveries was that they wanted very specific control in terms of the music they enjoy and that as a channel the Flux offering was to broad. We are therefore evolving MTV Flux.”
The spokesperson continues, “The Flux community will continue and we are also introducing a series of Flux elements across all our music channels. This will give the audience direct control over specific music that they enjoy and want to see more of.”
