MTV has announced that it is to launch a new interactive channel and service, MTV Flux, that will give viewers control over content.

The launch of Flux takes the concept of virtual communities to an entirely new level where Flux members can upload their own content on to television, be part of an online interactive community and ultimately control their very own TV channel. In a virtual community which knows no bounds, users will be able to 'flux' by mouse, by mobile and by remote control.

MTV Flux will launch in two stages. The first stage kicks off August 1st with the launch of the community-based site, www.mtvflux.co.uk which gives members the chance to start taking control.

This will be followed by the launch of the TV channel on 6th September, MTV Flux, where content will feature back-to-back music videos chosen by members, with additional user-generated content and text-to-screen applications.

Angel Gambino, VP, Commercial Strategy and Digital Media at MTV Networks UK & Ireland said, "In launching MTV Flux, MTV is challenging the status quo in TV programming and transferring control directly to its audience. MTV has always had an unparalleled relationship with our viewers and with MTV Flux we are confident that the service is exactly the kind of 360 degree, immersive and interactive music and entertainment experience our audience is seeking. Flux will genuinely allow British youth to express themselves and inspire each other across multiple platforms."

In an environment which fully encourages and rewards community interaction, the more Fluxers 'flux', the more screen time they will bag for their avatar, as well as securing a greater say in exactly what appears on TV. As Gambino explains, Flux changes the rules of user generated content and community websites: "the launch of MTV Flux ushers in a new era in user-generated content and adds a whole new dimension to the concept of social networking."

It appears from 1st August, VH2 will be replaced by the new MTV Flux channel. Programme information on the Sky Guide suggests that preview programming of the new channel will commence from next week.

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