MTV Networks, the hyperactive TV music purveyor owned by Viacom, this week launched MTV Overdrive, a new broadband channel intended to cash in on the growth trend in online advertising.

The newcomer will offer streaming video along the lines peddled by MTV's cable programming. There will also be options for surfers to choose their own playlist of songs, news clips and other free content.

Although Overdrive has already gone live, the channel's formal launch will be on April 25 to coincide with the start of the annual TV sales rites known to initiates as the Upfronts.

Overdrive will feature sponsorships banners and 15-second ad slots within its programming. Among the channel's early ad adopters are Sony and Microsoft, plus the usual suspects that advertise on the parent cable network.

Data sourced from Financial Times Online; additional content by WARC staff