Viacom's MTV Networks has formed a Global Digital Media executive team to provide strategic guidance to its digital properties, reports ClickZ.

The group of six - plucked from its media, mobile, gaming, technology, marketing and distribution divisions - will focus on targeted content, cross-promotion of media brands and digital distribution.

The new team could help simplify media buying across all digital and network properties. MTVN also suggested in a statement that the team will focus on developing targeted cross-platform and cross-branded "culturally relevant" content.

MTVN's digital offerings include kids' gaming site NeoPets, Atom Films, MTV's Virtual Laguna Beach and online gaming platform Xfire. This is not necessarily a media industry trend: in November, Conde Nast shifted operations of many of its magazine websites to its interactive arm, CondeNet, offering individual growth for each site.