Video music pioneer MTV announced it was ready for the next century with a huge organizational change that emphasizes digital content.

"The strategy revolves around building an engaging universe of music, entertainment, news, community and interactivity that allows the audience access to content whenever and wherever they want across a mix of platforms. The new structure will optimally position MTV to develop and distribute the most compelling, cutting-edge, dynamic and creative programming to all screens, while connecting more viewers than ever to the music and entertainment they love."

"Moving forward, MTV's operations will revolve around two new, highly-integrated ecosystems. One will be aligned around the development of short-form video, music and news content for linear television as well as for online, VOD, broadband, wireless and other digital vehicles."