MTV Networks Content API

Sep 6th, 2008

Born out of a single, undeniable precept, “Reach our audience wherever they are,” with the implied sub-text of “or somebody else will.” The MTV Networks Content API launched in September 2008, having completed six months of limited release, private beta with a handful of developers. The API gave third-party developers access to the entire MTV music video library, with standards compliant (MRSS, Atom, OpenSearch) and easy to integrate REST services.

This was MTV’s first stab at reaching out to third-party developers and growing a community of technical users. The integrations were fast and furious, growing the off-site video traffic substantially for the MTV Music & Logo Group and giving users a glimpse into the data services that would soon be used to power MTVMusic.com.