MUMBAI: MTV has announced a first in an attempt to get closer to viewers. In Australia and New Zealand the channel will for the first time in any territory hand over half an hour of air time to its viewers.

Unlike other on demand type shows the My MTV initiative the broadcaster says will go further than just broadcasting what the viewer wants. It will give the viewer the opportunity to call the shots in their very own 30 minutes.
Not only do they get to play with the MTV library but they will also get to choose everything from the theme, the content, the look and feel. They get to host a show for half an hour.

Viewers are invited to register on line at www.mtv.com.au/mymtv and in 50 words or less describe what they would do with their 30 minutes of MTV. Viewers can register for series 1 before 26 November.

A My MTV Marathon will be featured on 31 December 2006 with the first block to air from 10 am till 3 pm and the second block to follow from 7 pm -12 pm

Each half hour show will then be shown again separately on My MTV Wednesdays and Saturdays from 3 January 2007 at 5.30 pm.

MTV notes that viewers can choose what they want to do. It can range from playing back to back to clips of Pimp My Ride to compiling what iones feels are the best and bitchiest moments from Laguna Beach or My Super Sweet 16 or maybe seeing the host of Jackass Johnny Knoxville getting hit in the crown jewels non-stop for 30 minutes.