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MTV Answers Quizilla With Purchase

By: David Utter

Viacom continued its broadening of online appeal to younger Internet users as its MTV Networks division picked up Quizilla, a top-five destination for female teens.

MTV Answers Quizilla With PurchaseGorilla Nation Media parted with Quizilla, a site that started out with user-created quizzes and has since branched into hosting other content created by its 14 and up audience.

The Jordan, Edmiston Group announced the deal between Gorilla Nation and MTV Networks. Financial terms of the acquisition have not been disclosed.

Viacom has been charging into the online youth market, after enduring the perception it had fallen out of touch with the audience that has made its Nickelodeon property such a success. They have added NeoPets and The to the MTV Network Kids and Family portfolio of sites, and Quizilla will be the latest to join that group.

September 2006 saw 4.7 million visitors to Quizilla, according to comScore Media Metrix. That audience will see MTV Networks add The Click embedded video player from The to Quizilla in the future.

"This marks another great step forward with our strategy of continuing to transform MTVN into a global, multi-platform entertainment company that engages our diverse audiences wherever, whenever and however they want," said Judy McGrath, Chairman and CEO, MTV Networks.

The purchase follows a pair of acquisitions MTV Networks made in August 2006. They bought and, both favored by younger audiences. MTV has also capitalized on its Nickelodeon property by debuting Turbo Nick 2.0, which delivers 19 million broadband video streams per week to its viewers.

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