MTV is giving its Australian audience what it wants, launching a new digital platform called MTV Style. The site launch follows a 74 per cent increase in the unique monthly visitors to mtv.com.au in 2014, with celebrity and fashion trumping other content. The local channel will feature exclusive style content from its London and New York counterparts.
“MTV Style gives us a great new platform to further connect with young audiences that love everything about fashion,” MTV Australia and New Zealand director Simon Bates told mUmBRELLA.
The new platform will be managed by MTV digital editor Leni Andronicos, who has previously worked in online editing for DOLLY and Harper’s Bazaar. Andronicos will be supported by model, blogger and MTV Style Ambassador Mimi Elashiry, along with an editorial team of contributors. Kate Peck will also contribute to the platform with behind-the-scenes footage and interviews.
“With Mimi as ambassador, Kate Peck’s presence and exclusive content from the UK and New York, MTV Style offers Australia a fresh perspective into the world of style and fashion,” added Bates.
