<B>Someone please call Amtrak because it appears MTV just derailed!</B>

MTV launches their new site. I am almost way too tired today to get into this disaster of a site detail by detail and issue by issue.

I will spare you of what could potentially become a monotonous speech, but oh my god, will someone please tell me this was client driven and that some creative house is not responsible for this wreck of a site. Aside from this site grabbing whatever remains of my processor, I simply cannot tolerate navigating a site that has all information fighting for my attention and is comparable to walking down 42nd street in the early 80's.

Is this really the same MTV that owns 4 cable channels? If this new site were client driven and directed, wouldn't one assume that the client would know its own brand or at least be aware of how it is perceived and translated online? It is clear and apparent that its offline brand is run by a separate department than its online brand and I expect that this type of brand “growth” should be seamless and never noticed.

Perhaps it is the introduction of this half eaten logo, but I find this site to lack all of the familiar traits and personality that the brand itself has claimed and owns throughout all other mediums. This makes me wonder why MTV seems to have a difficult time translating that same brand we all love, and/or love to hate, from cable to cable.

This review is not a critique so much of the studio who executed the site itself but is of the client responsible for overseeing the MTV brand. I imagine this is not an easy site to launch and embodies a tremendous amount of unwanted red tape, but please do not allow that bureaucratic mayhem to find its way to the front end and final product, because we can all see it.