Mtv Germany's Web Site Taking Sudden Turns

MTV Germany is embracing the latest technology in a revamp of its Internet presence that is scheduled to be unveiled next month.

The first hint of what's to come will appear on a Web site MTV Germany is co-branding with Sudden Industries. The rich-media production and development company creates Vmations, music videos designed specifically for Web playback using Flash animation and digitized video.

"MTV has always been one step ahead in terms of pop culture," MTV Interactive Germany director Joel Berger said.

Vmations will exist in a subsite of MTV Germany's Web site after the relaunch.

Sudden Industries will continue to be responsible for all ongoing site maintenance and future development. "Sudden Industries will be opening up a subsidiary office in Germany early next year, which makes having MTV as a client even greater," said Michael Knuth, the company's co-founder and chief operating officer.

The MTV Germany site will include a 24-hour live television simulcast of what the station is airing. Today's bandwidth capabilities will not allow desirable viewing quality on the site, Berger admitted, "but then, not everybody can receive MTV in Germany." Several Internet radio stations also will be part of the new site.

"We are developing repertoire areas because I believe we have to make more customized experiences possible," Berger said. "People currently only look at like three pages per visit. We're going to improve that."

But what would seem to be the simplest part of the MTV Germany project might turn out to require the longest wait. Berger wants to relocate the Web site from www.mtvhome.de to the more intuitive address of www.mtv.de, an address owned and used by a public transportation company. Negotiations to purchase the URL are under way.