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MTV in Flux with Social Project acquisition Viacom-owned MTV Networks (MTVN) has acquired Social Project, the joint-venture partner with which it is building the Flux social media platform.  MTVN previously held a minority stake in Social Project, and now owns the whole company. Social Project and its 31 employees will remain based in Santa Monica, California.As part of the announcement, MTVN has named Joshua Dern as senior VP and general manager of social media, a role in which he will oversee Social Project and Flux. Dern, who most recently served as VP of MTVN social media strategy and operations, will report to Kenny Miller, MTVN executive VP and creative director of global digital media. MTVN's Flux platform aims to allow users to share and interact with content across a network of more than 1,000 entertainment, pop culture and music websites. "In developing Flux with Social Project, we took a radically different approach by building a media-centric social network that's distributed, yet connected – and that approach has proven to be very powerful with our audiences," said Mika Salmi, MTVN global digital media president. "With this acquisition, we'll continue and accelerate our vision for Flux, and connect our audiences to their passions and each other by helping them move content and their identity freely across the web." The acquisition marks the next step in the evolution of MTVN's "vertical entertainment strategy," the company said, and will enable it to accelerate the introduction of Flux across its online portfolio and further connect its websites and others through social media tools. Adam Benzine 23 Sep 2008 © C21 Media 2008 
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