Execs at MTV Networks say the best way to distribute media over the Web is to "go an inch wide but a mile deep."
Instead of one central Web destination, Viacom-owned MTV Networks is building hundreds of sites around its content. An example of that strategy can be found at Logo, the unit that serves the gay and lesbian community.
Logo launched a new video hub on Wednesday that Lisa Sherman, Logo's general manager, said will feature 3,000 ad-supported clips and be the largest central library of videos for the gay and lesbian audience.
"This is the kind of content that has only been available at art houses," Sherman said. "But the LGBT (lesbian, gay, bisexual, and transgender) audience, can now check out content that has never been available to them nationally."
Some of the full-episode shows that can be found at Logoonline.com are Big Gay Sketch, Noah's Arc, and Outlaugh Festival on Wisecrack. Documentaries include Elephant in the Room and The Two Cubas.
There are also short clips, news, and music.
Sherman said the site reflects Viacom's "super niche" strategy, which is about delivering content to very small markets in addition to the big ones.
Logo's digital cable channel launched three years ago and is now available in 32 million homes in 25 markets.