A new 24-hour interactive music channel, Viacom-owned MTV Hits Interactive, has made its debut on UK satellite platform Sky Digital. The ad and sponsorship-funded venture will also roll-out to digital cable networks as soon as the special technology is in place.

Explains MTV UK & Ireland managing director Chris Sice: “Initially, we shall focus on sponsorship because the interactivity has created an intimacy that will enable sponsors to piggy back on the content. We've also started talking to ad agencies about developing interactive ads such as [TV] microsites."

MTV has enlisted NDS Group, a British pay-TV technology specialist controlled by Rupert Murdoch's News Corporation to help it provide interactive programming 24-hours a day, seven days a week.

Data sourced from: AdAge Global; additional content by WARC staff