Ex-MTV Executives Launch Life and Style Internet TV Network

Jun 12, 2006  •  Post A Comment

Two MTV executives have defected from the traditional media company to launch Code Networks, an online TV network aimed at the trendy and affluent.

The Web site Code.tv went live today and features short video clips on New York shopping, nightlife, food, arts and other categories. Code Networks plans to launch a similar site for Los Angeles by August, with more cities, including Miami, to follow.

The network’s target market is 25- to 49-year-olds who make more than $100,000 a year but are time-constrained so prefer short video content, said Joseph Varet, CEO of Code Networks. Most recently, he served as a senior director for business development at MTV. Mr. Varet launched Code with Morgan Hertzan, Code’s chief creative officer, who was formerly an executive producer at MTV. Code is not currently ad-supported but the pair said they expect to introduce ads by the end of the summer.

“From a [cost-per-thousand] basis this is about as desirable as you can get,” Mr. Varet said of Code’s target audience. The site included about 30 clips at launch, and Code plans to add one new piece per day for each location. In addition to the founding executives, Code is run by about 12 staffers, the majority of whom are former MTV employees. Code was launched with private investment dollars.