Major media companies are increasingly complementing traditional television programming with online content. Viacom properties MTV and VH1 offer well-known examples, and both are tapping into on-demand, broadband appetites. Now, country-music powerhouse CMT—another Viacom brand—is jumping into the fold with a new broadband entertainment destination called “Loaded.” The destination features a plethora of on-demand content, ranging from interviews to music videos and exclusive performances. Over 40 original shows will be produced for Loaded’s five online channels, and the library is likely balloon to 300 videos per month.
The CMT offering is part of Viacom’s larger multi-platform play. That guiding philosophy is designed to meet a shifting media consumer, and different platforms are beginning to cross-pollinate. For CMT, that means directing traditional traffic online, and using online platforms to promote content already available on “legacy” channels. As part of its Loaded digital destination, for instance, CMT plans to present an “insider’s glimpse” to movies “that matter to country music fans.” With respect to traditional television, Loaded will feature “previews, highlights and extras from current CMT programming,” with a special emphasis on promoting some of the network’s most popular shows. At the center of it all, though, is the consumer.
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