Adweek reports that MTV plans to launch an ad-supported online video site, MTV Overdrive, premiering on April 25 with five channels, including music, live performances, news, reality shows and movies.
Procter & Gamble, Microsoft and Sony Pictures are the first advertisers. They will show 15-second spots. Video spots will be shown after the first clip watched and every three subsequent clips. Users will not be able to switch to another clip to skip ads.
The online channel does not require user registration and will also feature shortened versions of popular MTV shows such as Wild Boyz, Punk'd, The Real World and TRL, Netimperative reported. A "My Playlist" feature will allow users to view content in any order, although the ads will remain.
