MTV will celebrate its 25th birthday on August, 1st, faced with the challenge of remaining relevant to the MySpace generation.
On the same day, MTV Flux will be launched based on an idea already tested in Japan and Italy. On paper, it looks like a brilliant attempt to attract younger viewers. Like the Bebos and YouTubes of this world, MTV Flux will give people the opportunity to exchange messages and share video-clips. But more importantly it will allow them to decide which music videos will be featured on the MTV Flux TV channel which will start to broadcast on September, 6.
Michiel Bakker, managing director for MTV UK & Ireland: "At the end of the day, all of our channels might be Fluxed. It might be the redefinition of our television channels".
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