Justin Tormey

MTV.com Overdrive

I joined the MTV.com Digital News team during July 2005, to pilot news production on “MTV Overdrive.” This was MTV’s first “broadband video channel,” a non-linear television channel you could watch on your PC. (Sorry, no Macs at the time of launch due in part to Windows Media DRM.) It was programmed and scheduled like television, meant to augment, and in some ways replace, the linear viewing experience. As part of the digital news team I produced, shot, edited and published video news updates to the site on a regular daily schedule and supported breaking news and live events around the clock.

“MTV Overdrive” delivers a sleek, new video screen to viewers at broadband speeds and features exclusive and dedicated content including: continuous MTV News updates, artist interviews, music videos, live music performances, original and newly created short-form programming, MTV and MTV2 show footage, movie trailers and much more. “MTV Overdrive” is the latest addition to MTV’s multi-platform strategy, delivering content to viewers everywhere they demand it: on-air, online, wireless, VOD and more.

The team was recognized for its innovation by the National Academy of Television Arts and Sciences with an Emmy Nomination for “The Diary of Gideon Yago in Pakistan.” We lost to the New York Times. Yes, MTV News was up against the New York Times, Washington Post and National Geographic for original news and documentary programming created specifically for non-traditional viewing platforms. To be nominated was quite an honor (It was also a good excuse to uncorked some champagne and celebrate with the team!)

Here’s what MTV had to say about Overdrive in their press release declaring, “2005 Is Highest Rated Year In MTV History Reaching Viewers On-Air & Online.”

MTVs success in 2005 extended well beyond the TV screen as MTVs online, broadband and multiplatform initiatives connected with larger audiences than ever before. MTV.com posted its highest average monthly unique visitors ever, up 30% from last year. 2005 also saw the launch of MTVs first broadband network, MTV Overdrive in April. Since its launch, MTV Overdrive has generated more than 125 million streams of unique MTV content including breakout music events My VMAs and the premiere of Unplugged: Alicia Keys, continuously updated MTV News programming, plus exclusive companion programming for hits Laguna Beach, Made and more.