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Already the basis for its social-networking software, Flux, Social Project will become an MTV Networks property but will still be open to outside clients.
Debuting in conjunction with the hit show The Hills, the new site lets fans comment on what they're watching and vote on which comments are the best to earn points in real time.
One part social network and one part pop culture discovery hub, this new site from MTV refocuses the company's wayward vision back to music.
MTV's new social activism network debuts quietly, using the distributed community platform that Viacom launched after investing in Tagworld.
The media giant has transformed its Tagworld investment into Flux, a distributed social-networking platform that bears an interesting resemblance to a start-up that Yahoo bought last year.
Rumors are floating that the Viacom-owned brand has a standalone social networking property in the works. But it's murky. Really murky.
AOL to take on MySpace