Logo

Column: Can Teen.com TV Become the Web’s MTV?

Mar 15, 2009  •  Post A Comment

More than 25 years ago, MTV revolutionized entertainment for teens. A hip, edgy music network with videos that spoke to the younger generation, MTV became a symbol for how to reach youth.
The network is still a mega-powerful brand, but the next big change in how kids are entertained may originate from an online network.

Teen.com TV

Teen.com TV

That’s because teens are the heaviest consumers of Internet video programming. In January, the 12-to-17 age group watched 175 minutes per viewer, compared to 123 for the 18-plus group and 104 for kids 2 to 11, said Nielsen Online.
While youth-centric networks such as MTV and Nickelodeon continue to grow their online video reach—Nickelodeon reached 6 million unique viewers in January, MTV 4.5 million, according to Nielsen—networks are facing fresh competition from newer entrants who aim to own this generation’s loyalty and love of Web video.
For instance, the teen-centric entertainment company and executive producers of the “Gossip Girl” property and TV franchise, Alloy Media+Marketing, recently launched Teen.com TV, an online video network aiming to be a new sort of MTV.
Through its network of teen sites including shopping site Delias.com, shopping, entertainment and lifestyle site Alloy.com, in-school network ChannelOne (online at channelone.com) and flagship site Teen.com, the company reaches more than 20 million unique visitors per month, according to comScore.
That network forms the backbone for the new Teen.com TV venture.
“We are like an E! Online for teens,” said Jamie Elden, VP of digital and branded for Alloy Media+Marketing. “We are the TV network for teens and we are developing original programming and have a distribution network where teens can come and watch our content.”
The company launched its online video network earlier this month to distribute Teen.com TV branded videos throughout its stable of sites. Already, they boast between 500 and 600 pieces of video content, and Alloy uploads six to eight new original videos it produces every day on fashion, make-up, entertainment and behind-the-scenes clips.
Alloy also is branching into original scripted programming. It has partnered with United Talent Agency to create the upcoming series “Haute and Bothered,” to be sponsored by mobile company LG Mobile.
Separately, Alloy is leveraging its own entertainment properties, such as bestselling young-adult book series “Private,” which will become a Web series on Teen.com TV in late summer.
Other advertisers on Teen.com include Paramount and Sears.
Will Teen.com TV become a household name for the younger generation? It’s too soon to tell and, frankly, audiences may be too fractured at this point for one big winner. But Teen.com TV seems to have the right strategy, the right audience and the right approach both for this economy and for the broader shift in consumer viewing habits.
(Edited at 3:37 p.m ET to fix title of “Haute and Bothered.”)

66 Comments

  1. Thanks for posting this. Would be intrested to read more or possibly please contact me by email thank you!

  2. Just about 6,600,000,000 people on the planet, seventy five percent are aquainted with jesus. One chap talking in one single country, began that, using only word of mouth. You have the technology with which to reach all of those people, all this at your fingertips, you can change anything, go for it bad boys!!!!!!

  3. Hands down, Apple’s app store wins by a mile. It’s a huge selection of all sorts of apps vs a rather sad selection of a handful for Zune. Microsoft has plans, especially in the realm of games, but I’m not sure I’d want to bet on the future if this aspect is important to you. The iPod is a much better choice in that case.

  4. This is getting a bit more subjective, but I much prefer the Zune Marketplace. The interface is colorful, has more flair, and some cool features like ‘Mixview’ that let you quickly see related albums, songs, or other users related to what you’re listening to. Clicking on one of those will center on that item, and another set of “neighbors” will come into view, allowing you to navigate around exploring by similar artists, songs, or users. Speaking of users, the Zune “Social” is also great fun, letting you find others with shared tastes and becoming friends with them. You then can listen to a playlist created based on an amalgamation of what all your friends are listening to, which is also enjoyable. Those concerned with privacy will be relieved to know you can prevent the public from seeing your personal listening habits if you so choose.

  5. Now and then I’ll stumble across a post like this and I’ll recall that there really are still interesting pages on the web. ^_^. Thanks.

  6. Talking about the stock exchange is always interesting and enlightening. I’ll wait for the next posting. Thank you.

  7. Informative information and excellent posts you have!

  8. Thanks for your visiting this http://www.glamoursell.com online store.

  9. Thanks for your visiting this http://www.replicaseller.com online store.

  10. Greetings, I I found your website on msn and browse pretty much all your other pages. I just added you to my RSS feeder. Keep up the awesome job. Look forward to reading more from you in the future. You know, I have to tell you, I really enjoy this site and the insight from everyone who participates. I find it to be refreshing and very informative. I wish there were more blogs like it. Anyway, I felt it was about time I posted, I?ve spent most of my time here just lurking and reading, but today for some reason I just felt compelled to say this.

  11. Sorry for the huge review, but I’m really loving the nfl, and hope this, as well as the excellent reviews some other people have written, will help you decide if it’s the right choice for you.

  12. Whats up, This blog post is very informative and easy to read. I am a huge follower of the subjects blogged about. I also find joy reading the replies, but it seems like that alot of followers should keep on topic to try and add something to the original blog post. I would also welcome everyone to add this blog to your favourite website to help let more people know. Thanks

  13. I just have to say, great info. i’ve been looking for something like this for a whilst. can i subscribe somehow to new content? like email subscription or rss feed?

  14. Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.

  15. I love the expression. Everyone needs to express there own opinion and feel free to hear others. Keep it up 🙂

  16. Interesting thoughts here. I appreciate you taking the time to share them with us all. It’s people like you that make my day 🙂

  17. I agree with your thoughts here and I really love your blog! I’ve bookmarked it so that I can come back & read more in the future.

  18. This is the best blog I’ve ever seen in my life! I really appreciate you taking the time out of your busy day to share your this with everyone.

  19. Love the blog here. Nice colors. I am definitely staying tuned to this one. Hope to see more.

  20. Very okay. agree with most people

  21. I keep

  22. Neat blog layout! Very easy on the eyes.. i like the colors you picked out

  23. Love the blog here. Nice colors. I am definitely staying tuned to this one. Hope to see more.

  24. Between me and my husband we’ve owned more MP3 players over the years than I can count, including Sansas, iRivers, iPods (classic & touch), the Ibiza Rhapsody, etc. But, the last few years I’ve settled down to one line of players. Why? Because I was happy to discover how well-designed and fun to use the underappreciated (and widely mocked) Zunes are.

  25. Amazing freakin blog here. I almost cried while reading it!

  26. High quality info here! Keep up the great work. I love the feelings being expressed.

  27. This is great news! Looking forward to see more.

  28. I like your blog.

  29. I agree with your thoughts here and I really love your blog! I’ve bookmarked it so that I can come back & read more in the future.

  30. I love the way you write and also the theme on your blog. Did you code this yourself or was it done by a professional? I’m very very impressed.

  31. Love all the opinions expressed here! How is everyone? Love how everyone expresses whatr they feel 🙂

  32. Great blog!! You should start many more. I love all the info provided. I will stay tuned 🙂

  33. Incredible! This specific is all I can consider for a web log office like this important. This special is really a extraordinarily interesting military post. You have got to know a lot about this particular . Tiffanys racelet

  34. Love the blog here. Nice colors. I am definitely staying tuned to this one. Hope to see more.

  35. I like your blog.

  36. I like your blog.

  37. High quality info here! Keep up the great work. I love the feelings being expressed.

  38. Keep focusing on your blog. I love how we can all express our feelings. This is an extremely nice blog here 🙂

  39. Thanks for sharing such useful information.

  40. Hi, I just wanted to let you all know that there is a project being conducted at Harvard trying to compile the most effective arguments for and against Wikileaks. I think it’s a brilliant idea and would be an interesting read for many of you. http://www.voteonwikileaks.com

  41. I agree with your thoughts here and I really love your blog! I’ve bookmarked it so that I can come back & read more in the future.

  42. Wow, amazing blog layout! How long have you been blogging for? you make blogging look easy.

  43. Thank you for the great content. I am glad I have taken the time to see this.

  44. Kudos for the great article. I am glad I have taken the time to learn this.

  45. This is fantastic! How did you learn the subject when you were new to it?

  46. Great blog!! You should start many more. I love all the info provided. I will stay tuned 🙂

  47. Dreamin. I love blogging. You all express your feelings the right way, because they are your feeling, focus on your blog it is great.

  48. Kudos to you! This is a really good blog here and I love your style of writing. How did you get so good at blogging?

  49. Nice blog subject. thanks for letting me add something!

  50. Sorry for the huge review, but I’m really loving the new Zune, and hope this, as well as the excellent reviews some other people have written, will help you decide if it’s the right choice for you.

  51. You make blogging look like a walk in the park! I’ve been trying to blog daily but I just cant find writing material.. you’re an inspiration to me and i’m sure many others!

  52. I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you customize it yourself? Either way keep up the nice quality writing, it’s rare to see a nice blog like this one these days.. 🙂

  53. You make blogging look like a walk in the park! I’ve been trying to blog daily but I just cant find writing material.. you’re an inspiration to me and i’m sure many others!

  54. Love all the opinions expressed here! How is everyone? Love how everyone expresses whatr they feel 🙂

  55. Keep focusing on your blog. I love how we can all express our feelings. This is an extremely nice blog here 🙂

  56. You make blogging look like a walk in the park! I’ve been trying to blog daily but I just cant find writing material.. you’re an inspiration to me and i’m sure many others!

  57. I love the expression. Everyone needs to express there own opinion and feel free to hear others. Keep it up 🙂

  58. I really like the colors here on your blog. did you design this yourself or did you outsource it to a professional?

  59. I like this website shown and it has given me some sort of commitment to succeed for some reason, so thanks.

  60. Neat blog layout! Very easy on the eyes.. i like the colors you picked out

  61. Excellent post. I’m staying longer the next time I go to your weblog. awning blog

  62. kitchenaid d ishwasher

  63. High quality info here! Keep up the great work. I love the feelings being expressed.

  64. worthless dribble and critic isms – who cares what you believe as most the sites and biz you rap on make billions in the real world market place location – do you?

  65. Thanks for a different fabulous write-up, th is one has been book-marked.

  66. The smallest minority on earth is the individual. Those who deny individual rights cannot claim to be defenders of minorities. -Ayn Rand

Leave a Reply to Snowboards Cancel Reply

Email (will not be published)