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MTV Plans Original Content for Overdrive, Amp'd Sponsors

MTV will be developing a dozen or so short-form, original programs for its various broadband and mobile platforms.

Much of the content for MTV Overdrive and MTV Mobile have been repurposed or supplemental clips from network shows or music videos, but MTV is planning to create more original series, reports MediaWeek. Chloe, a teen soap, Magical Realm, a series of mature fairy tales, and Gamer's Chronicles, which follows a group of New York-based gamers dealing with personal issues, will be among the new content.

As a potential outlet for such, MTV Overdrive has launched a new channel - The Stew - a broadband offshoot of MTV's irreverent Sunday Stew, home to Jackass and similar shows. Amp'd Mobile has signed on as launch sponsor.

Amp'd ads will run on air, online, via mobile and at the MTV store in Times Square. Tapping into the user-generated content vogue, Amp'd plans to solicit shorts from fans and will air them via Amp'd and The Stew.

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