MTV recently announced its intentions to enter the social networking world. Initially launching in the UK and Ireland, the initiative will occur on multiple fronts; online, broadcast, and mobile. At its core, Flux appears to be attempting a merger of YouTube and MySpace. The question is, will the nearly 100 million users of MySpace who spend lengthy periods of time crafting their online persona and social network want to start all over again?
This dilemma brings broadcasting into the equation. In addition to the social network, MTV will launch a television station September 1, also named Flux. The station will feature the most popular content from the website and programming will be influenced by users who spend the most time on the service. It is this component that is the most intriguing on two key levels. First, it appeals to Generation Y's interest in fame. To know that utilizing a site could get your video on television may be appealing enough to garner interest. Secondly, allowing users to influence network programming appeals to the group's desire to make their own decisions. This is already a major driver of branding on social networking sites. Users have the opportunity to say both good and bad things about a company or brand on a page developed by the company.
The question that MTV, like YouTube must face is what to do with uploaded content that is uploaded. Not only must MTV now prevent it from appearing on the web but it also must stop it from being broadcast. While studio content may be easy to prevent from being uploaded right away, it is homemade clips that feature music that may prove more problematic. However, with MTV's reputation in the space and the ability to generate revenue it may be able to satiate the RIAA by paying royalties on content played on TV or may be able to secure rights to some music that fans could then utilize in their home videos.
To date, social networking has not focused on generating revenue for the user who is uploading their own content. How will MTV handle the sharing of revenue? Will any revenue be shared? If not, MTV may miss out on higher quality homemade content as it is distributed through other means that offer revenue opportunity.
Overall, the question that must be answered is, is the TV component enough to pare users back from MySpace or have them develop a second online social network? While it will clearly appeal to some users, it may be difficult to let go of existing social networks or divide time between the two. Pulling users away from YouTube will also be a challenge. With MySpace and YouTube clearly entrenched in generation Y, MTV's prime audience, Flux may prove a difficult sell. But with a big brand name and history behind it, people may once again say "I want my TV".
It would be wise for other corporations to recognize that MTV's Flux is not a prime opportunity to enter social networking. Users want to enjoy the non corporate environment that MySpace offers and may lash out at companies trying to develop new social networking sites as revenue generators or as means to promote their company and products to users.