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"By merging the operations of The Box and MTV2, we are creating a more compelling, interactive and ultimately, a stronger music channel."
—Van Toffler, MTV/MTV2 President

MTV2: THE NEXT PHASE

Channel Hits 30 Million Subscriber Mark, Gets Added To Time Warner, AT&T, Comcast Systems
MTV2, MTV Networks' younger sibling, is about to grow up.

As first announced right here (see hitsdailydouble.com, 8/23), the channel will merge with The Box Music Network, effective January 1, 2001, under the leadership of MTV/MTV2 President Van Toffler and GM David Cohn.

MTV2 will adopt many of The Box's interactive viewer elements, including a four-hour block of regional programming using the company's innovative server technology in key markets.

With the addition of The Box, MTV2 has passed the 30 million-viewer mark after being added by the Time Warner (which puts them in Manhattan), AT&T and Comcast cable systems.

The Box President/CEO Alan McGlade and Sr. VP Programming Peter Cohen will stay on, along with 40 members from operations, traffic and ad sales, representing about half of the Miami-based operation's personnel.

Said Toffler: "MTV has never been stronger in its 19-year history, so it's a great time for us to focus on a new and improved MTV2. By merging the operations of The Box and MTV2, we are creating a more compelling, interactive and, ultimately, a stronger music channel. Now, can anybody help me get the channel on my PDA?"

Cohn added: "By incorporating the best of MTV2 with The Box's technology and expertise in interactivity and localization, we are giving fans more choice and control over their music, and the music industry a truly viable outlet that will expose and break the broadest possible range of artists. Just as soon as we dump this ‘Radiohead-All-The-Time' format."

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(Adele.)
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