WebProNews

MTV Networks, a division of Viacom, said today it has purchased Social Project, Inc., its partner in creating the Flux social media platform.

Flux allows users to share content across a network of more than 1,000 entertainment and music Web sites with more than 7.5 million registered users. Previously, MTVN held a minority stake in Social Project.

"In developing Flux with Social Project, we took a radically different approach by building a media-centric social network that's distributed, yet connected -- and that approach has proven to be very powerful with our audiences," said Mika Salmi, President, Global Digital Media, MTVN.

"With this acquisition, we'll continue and accelerate our vision for Flux, and connect our audiences to their passions and each other by helping them move content and their identity freely across the Web."

MTVN says it will take a more active role in recruiting new outside Web publishers to the Flux network. The company will have access to Flux's user data so it can target and improve its vertical ad network.

Users can manage their profile from any Flux site, allowing them to upload, rate comment and share content across the network. Users can also send and receive content from their profiles on other social networks.

The Flux Publisher Networks has more than 35 MTVN Web sites, including ComdeyCentral.com, MTV.com, TheDailyShow.com, and ColbertNation.com.

Social Project and its 31 employees will remain based in Santa Monica, California