MTV has taken a huge step forward with its broadband strategy by announcing that the MTV Live channel, its 24-hour service made for broadband technology, is getting set for launch in Sweden. The channel is specifically made for IP broadband technology and the aim is for the channel to be viewed in TV like quality on the PC.

The 24-hour service is seen as a significant part of MTV’s new media development strategy in 2002. MTV has joined forces with Telia in order to offer the service for the first time. The channel is targeted at the 16 to 34 age group. The service aims to draw on MTV’s 15-year archive of material and will enable users to take part in various interactive add-ons including virtual tours around backstage areas.