Spike TV Revamps Web Presence

New Spike.com to Include High-Resolution Full-Episode Video Player, Social-Networking Features, Exclusive Original Content

By Alex Weprin -- Broadcasting & Cable, 5/28/2008 4:00:00 PM

Spike TV, the MTV Networks channel focused on the 18-34 male demo, is completely revamping its Web site and presence online.

When the changes go into effect May 30, the new Spike.com will feature a high-resolution full-episode video player with the ability to embed full episodes of Spike programming on outside sites, social-networking features and exclusive original content from YouTube stars such as “The Angry Video Game Nerd” and established entertainment brands such as Playboy Enterprises and Ultimate Fighting Championship.

The new site will also complete the merger between IFILM.com, which MTVN acquired in October 2005, and Spike.com. According to Erik Flannigan, MTVN’s executive vice president of digital media, the decision to merge the two sites was natural, considering that they shared a demo.

“IFILM’s traffic was dominated by young, male users and, as the first entertainment network for men, Spike’s online audience was mostly men, albeit in smaller numbers,” Flannigan said. “We realized that to command premium ad dollars on the Internet, you really need two things: You need a brand that can attract sponsorship, but you also need the inventory to command those buys.”

As part of the revamp, Spike also signed development deals with a number of content creators, including Playboy and James Rolfe, known to gamers as The Angry Video Game Nerd.

Playboy will produce an original series that will be shown on Spike.com and Playboy.com. While the focus of the series has not been finalized, the two companies said they have a few ideas in mind for the concept.

Rolfe will move away from video games for his Spike.com series, instead using his personal style to review classic guy movies in his show, James Rolfe-Cinimassacre.

The MMA Girls, already a hit on Spike’s Web site, will become part of a dedicated UFC section on the site when it launches, along with a blog from ultimate fighter Evan Tanner and other video and multimedia content.

Social-networking features include the ability to create profiles; rate videos, photos and blogs; and choose favorites. Flannigan said Spike will use its established brands, such as UFC, to encourage viewers to utilize the features.

“I think fans are crying out for a place to get passionate about MMA,” he added. “You’ve got a few disparate blogs, some big sites, but the brand most associated with UFC, the network that it is on, is now going to be the place where we can own the conversation about UFC. We’ve never given you a chance to be a fan of UFC under the Spike roof, and I think just opening that door alone is going to work to get things started.”

The site will be separated into eight content categories, “games & gadgets,” “girls,” ‘movies & TV,” “music,” “viral video,” “wheels” and dedicated sections for Spike’s TV shows and UFC. The categories were selected to appeal to the younger end of the 18-34 demo, Flannigan said.

“If your interest is chess, we’re probably not for you,” he added.