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MTV is once again retooling itself in an attempt to maintain relevance in the digital age.   Highlights of the new strategy include:

• MTV offers an embeddable video player that allows users to re-post any MTV owned content
• Creation of wide variety of highly targeted loosely connected web sites that focuses on programming like "Jackass", "VH1 Classics" and "Sucker Free". In the last year, MTV added  32 new sites. If sites find an audience they will be nurtured and those that don't will be re-tooled or shut down.MTV will rely primarily on content and viral promotion to grow each site
• After a failed foray into digital music sales with URGE, MTV has high hopes for its new
• RealNetworks' Rhapsody relationship
• MTV will continue to invest aggressively in gaming making a $500 million investment in a sector where they sold 1.3 million units of Rock Band last year and helped MTV sell hundreds of thousands of music downloads.

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