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Last Updated: Tuesday, 25 July 2006, 13:25 GMT 14:25 UK
MTV launches interactive channel
MTV Flux avatar
MTV Flux on-screen characters are inspired by Japanese animation
MTV has unveiled an interactive TV service which will enable viewers to have the ultimate say in what appears on the music channel.

MTV Flux will launch a website on 1 August enabling viewers to adopt an animated figure which will represent their online presence.

Users who accrue the most on-screen time will have a greater influence in deciding the channel's running order.

The television service is expected to launch in September.

Emotions

Registered Flux viewers will also have the chance to communicate with one another on a variety of platforms and share content.

MTV UK and Ireland's Angel Gambino said the service would "challenge the status quo in programming" and provide an "immersive, interactive entertainment experience" for its users.

"It will genuinely allow British youth to express themselves and inspire each other across multiple platforms," she added.

The on-screen avatars are able to walk, talk and express their emotions on behalf of their user.


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