MTV - SPIKE TV
“The First Network for Men,” targeting young adult males aged 18–34 with the tagline “Get More Action.” The Spike brand being described as “authentic” and “unapologetically masculine,” with action as its core programming genre. Leveraging SpikeTV and MTVN’s original content, and using Spike.com as a distribution platform, it offers full-length shows and exclusive content. It became the home for MTV’s most authentic and real content, covering categories like Women, Extreme Sports, TV Shows, Automotive, Gaming, Lifestyle, Technology, and Movies, all wrapped in a community that fosters communication, information, and user-generated content.
Director User Experience and Interaction
I was recruited by iFilm to prepare the Product and Design teams for integration into MTV/Viacom’s digital product suite. My primary task was to set the digital product vision for the launch of Spike.com, eventually leading to my promotion as Director of Spike Digital Entertainment. In this role, I led multiple teams in creating scalable user experiences that blended social content, viral video, community commentary, and television broadcast content into a cohesive experience from TV to web. I also pioneered innovative advertising and sponsorship integrations. Our efforts positioned us as a Top 5 viral video social platform, serving as the video and picture social marketing hub for Viacom web properties, generating 36 million daily page views and 24 million daily video streams across 19 unique channels. Additionally, I was instrumental in launching UFC’s digital experiences, integrating them seamlessly with broadcast TV.
Next Gen Video Player
Conceived, designed, and developed the Global Video Player for MTV and Viacom web properties, prioritizing high-definition video playback and surround sound with advanced advertiser brand integration. This groundbreaking platform introduced innovative user experiences, including dual simultaneous streams, audio targeting, and more, giving users unparalleled control over video playback. The player was successfully deployed across Viacom’s entire portfolio of sites, including MTV, Spike TV, Nickelodeon, Comedy Central, and more.
MTV / Spike TV Website
While overseeing the Product Design Team at iFilm and later leading the Product Development group at MTV, I spearheaded the transition from iFilm to Spike TV. During this period, I assembled a world-class team of designers, engineers, and product managers to create the next generation of web properties for MTV / Viacom. Our focus was on seamlessly blending traditional web content programming with multiple broadcast TV channels, while also integrating user-generated content into advertising and promotional opportunities. This approach led to the successful launch of high-value, large-scale, data-driven web experiences across the MTV / Viacom portfolio.
UFC
After acquiring the rights to the UFC Ultimate Fighter Championship, we designed, developed, and launched a groundbreaking live-action episodic TV series that was seamlessly integrated with a dynamic online digital experience. By pioneering a state-of-the-art real-time content management system, we ensured that broadcast content could be viewed online in tandem with specific advertising requirements. This created a unified platform that bridged the gap between TV and web, offering a seamless vehicle for sponsorship packages that spanned from broadcast to digital.
Creating Promotional Widgets
We created a powerful suite of customizable editorial widgets that allow both site editors and everyday users to curate and promote various media with high fidelity and style. These widgets offer flexibility in content selection, design, and distribution, enabling users to tailor the look and feel, set distribution dates, and link content to advertising and promotional opportunities. By seamlessly integrating curated content with the overall site experience, these tools empower users to engage their audience in dynamic and personalized ways.
Creating Video Playlists
We developed an intuitive video playlist creation tool, designed with a user-first approach, allowing both site editors and everyday users to easily assemble and share their own video playlists. This feature empowers anyone to become a content curator, with the opportunity for their playlists to be promoted and featured across the website, driving engagement and showcasing diverse perspectives.
Uploading Video
We designed and developed powerful tools that enable the community to easily upload and share their own videos on our site. With a user-friendly interface and an iterative design process, we’ve created a seamless experience that allows users to effortlessly contribute their content, enhancing their visibility and engagement within our platform. Allowing for the promotion of your videos and be a part of our vibrant community.
Merging Brand Identities
SpikeTV.com and iFilm are joining forces to create “The Ultimate Guys’ Online Destination” under the banner of “The First Network for Men.” Targeted at young adult males aged 18-34, this new brand being described as “authentic” and “unapologetically masculine,” with a strong emphasis on action as its core programming genre. Spike will be a brand that’s on all the time, not just during primetime hours, integrating community, communication, and information to deliver a continuous, engaging experience for its audience.
