MTV joins social networking fray with MTV House

MTV has also launched a support portal for young people, offering advice on topics such as drugs, violence and mental and sexual health.

The MTV House site has been designed to resemble a prefab building and will contain a number of rooms where users can interact with channel-based characters and one another. Members will be encouraged to create their own MTV avatar.

The "house" will also offer advertisers the chance to reach MTV's young online audience via bespoke and generic advertising, branding opportunities, themed "rooms" and sponsorship.

MTV's support portal will be advertising-free and the broadcaster is working in partnership with support and advice organisations Big White Wall, Frank, Urban Concepts Don't Trigger and The Terrence Higgins Trust.

Following its UK launch, it will be rolled out globally later this year.

Philip O'Ferrall, MTV's vice-president of digital media, said: "MTV.co.uk is about building a community for online audiences that are passionate about entertainment and music, as well as being socially conscious.

"Therefore our digital activity is evolving and adapting to allow the audience to express themselves more.

"By carrying out continuous research to find out what our audiences really want and by introducing an enhanced user experience where the audience can interact with each other and the brand -- whether that be advise on sensitive issues or sharing great MTV content -- we are in turn responding to their needs."