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I Don't Want My MTV (Online)
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Is the second dotcom bubble already about to burst and shake out the slackers? Just as corporations and web entrepreneurs are setting out to conquer the world wide web and make millions on the MySpace generation, the Internet is proving to be just as elusive and cutthroat as it was six years ago..
MTV's web initiative MTV Overdrive, the Wall Street Journal reported the other day, is lagging far behind hot web upstarts, such as YouTube and MySpace, as well as fledgling dotcoms such as Heavy Networks, Bolt Video and Ebaum's World Videos. According to statistics provided by comScore Media Matrix, MTV Overdrive ratcheted up 3.8 million visitors online last month (compared with 5.9 milliion for Bolt, 8.3 million for Heavy, 12.4 million for AOL Video, with MySpace and Yahoo Video topping the list with over 20 million visitors).
While the Viacom-owned juggernaut once had a monopoly on the youth market, the Journal reports that may not be the case anymore. "MTV, now part of the establishment and late to the game," writes Matthew Karnitschnig, "wrongly assumed its famous brand name and product would have the same resonance online."
