MTV Networks Aligns Male Skewing TV and Web Brands

MTV Networks has created a new division, called MTVN Entertainment Group, to house its media brands with an adult male skew. The new unit will bring together a number of broadcast and Web properties that share such an audience in common, including Comedy Central, Spike TV, TV Land, AddictingClips.com, Atom Films and IFILM.

Consolidating the sites should help MTVN better serve advertisers that want to reach its older male audience en masse. Indeed, the ability to sell particular demographics, regardless of platform, is precisely what many big media conglomerates have been boasting to marketers about since before last spring’s television upfront season.

The new group will report to Doug Herzog, MTVN Entertainment President, who said in a statement, “The individual brands in the Entertainment Group have significant growth potential in their own right, but we can now position them to aggregate and deliver men and adults across all platforms and on a scale rivaling other players in our industry.”

MTVN called the new unit a “third pillar” of its brand portfolio strategy, the other two being its Logo and Films group and MTV Kids and Family. The division also includes TV Land and gaming sites GameTrailers.com.

MTVN couldn’t immediately be reached for comment.

MTV has steadily expanded its demographic focus in recent months and years. It’s launch of gay-focused network Logo last year, and its expansion into family and parents-oriented programming, including social network Parents Connect.