MTV has today revealed that its new viewer controlled channel brand will be called MTV Flux and will launch in phases across TV, the Internet and mobile phones from next month. MTV Flux marks the broadcaster’s biggest move into the social networking arena dominated by MySpace, Facebook and Bebo.

The new channel will put viewers in control of programming and scheduling, allowing them to choose which music videos are played on-air. They will also be able to display their own messages and represent themselves on-screen in the form of virtual avatars. MTV will also roll out a network of branded Internet and mobile services targeting 16-24-year-olds.

The service will launch in the UK but will be “monitored very closely” to see whether it could become a model for other markets, said Michiel Bakker, managing director of MTV in the UK and Ireland. They will provide viewers with the tools to create content for the TV channel, which launches on September 6th.

It will replace VH2 on the Sky Digital platform. MTV Flux will have no traditional schedule. However, it will be overseen by a controller to ensure that it abides by broadcasting regulations. All user generated content will also be closely monitored.

MTV has today revealed that its new viewer controlled channel brand will be called MTV Flux and will launch in phases across TV, the Internet and mobile phones from next month. MTV Flux marks the broadcaster’s biggest move into the social networking arena dominated by MySpace, Facebook and Bebo.

The new channel will put viewers in control of programming and scheduling, allowing them to choose which music videos are played on-air. They will also be able to display their own messages and represent themselves on-screen in the form of virtual avatars. MTV will also roll out a network of branded Internet and mobile services targeting 16-24-year-olds.

The service will launch in the UK but will be “monitored very closely” to see whether it could become a model for other markets, said Michiel Bakker, managing director of MTV in the UK and Ireland. They will provide viewers with the tools to create content for the TV channel, which launches on September 6th.

It will replace VH2 on the Sky Digital platform. MTV Flux will have no traditional schedule. However, it will be overseen by a controller to ensure that it abides by broadcasting regulations. All user generated content will also be closely monitored.