MUMBAI: MTV Networks (MTVN), a unit of Viacom, has announced the formal creation of the MTVN Entertainment Group, a multi-platform portfolio featuring the company's adult- directed and male-skewing brands, including Comedy Central, Spike TV, TV Land, AddictingClips.com, Atom Films, IFilm, GameTrailers.com and XFire.

This combination of television, online, broadband, user-generated content and gaming platforms positions the MTVN Entertainment group to serve a range of adult demos and collectively deliver scale with the male 18 to 34 year old demographic, informs an official release.

"The individual brands in the Entertainment Group have significant growth potential in their own right, but we can now position them to aggregate and deliver men and adults across all platforms and on a scale rivaling other players in our industry," said MTVN Entertainment Group president Doug Herzog.

"The MTVN Entertainment Group creates a portfolio of television and digital brands that can collectively deliver under-served demos through killer content like comedy, gaming, video, news and information, and some classic TV, too," said MTV Networks Chairman and CEO Judy McGrath. "Formalizing the Entertainment Group under Doug organizes us into three focused portfolio groups and highlights our overall strategy to provide the communities that form around our brands and content with immersive, multi-platform entertainment experiences."

The MTVN Entertainment Group brands deliver original content across television, online, and wireless to highly targeted male and adult-focused audiences. By targeting expanded demographics across its brands, the MTVN Entertainment Group offers advertisers more ways to reach their consumers, and gives MTVN the potential to establish additional revenue streams.