MTV Asia revamps web site, adds e-commerce

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HONG KONG--MTVAsia Online, a joint venture between Tricast and MTV Networks, has relaunched an online hangout for Asian youth -- MTVAsia.com -- to allow customers greater interaction, user-generated content, more video clips and e-commerce options.

Aimed at South East Asians aged 16-34, the revamped MTVAsia.com site sports, among other changes, an updated graphical design, a new video section featuring 30-second and full-length videos, video newscasts and a "Graffiti Wall," an interactive bulletin board.

The new site also includes an online CD store, MTVAsia.com's first move into e-commerce, following an alliance announced in January between MTVAsia Online and Singaporean e-commerce company Net Megastore. MTVAsia.com visitors can purchase music titles from a CD Store operated by DiscVault.com, Net Megastore's online music distribution arm.

"With this exciting new addition to MTVAsia.com, we are now able to offer our visitors the opportunity to buy the CDs they want -- from our site, from their own country," says Paul Meyers, general manager of MTVAsia Online, in Singapore.

Launched in May 1999, MTVAsia.com registered 3.35 million page views in December 1999, from 160,000 registered visitors in the Philippines, Singapore, Indonesia, Malaysia and Thailand as well as some from Japan, Hong Kong,India and the U.S.

The site is supported by advertising for categories including mobile phones, electronics, food and beverages, and cosmetics. MTVAsia Online says the click-through rate for ads on MTVAsia.com ranges from 3% to 5%,compared to the industry standard of 0.5%.

"Online advertising is a great tool, especially MTVAsia, since our target audience are teenagers and that's where they hang out. We received an overwhelming response when we advertised on MTVAsia.com," says Eastpak Brand Manager Batchie Magat.

Copyright February 2000, Crain Communications Inc.

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