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The fight for viewers that's brewing between MTV Canada and MuchMusic will have very little to do with the television set.

Both networks are pursuing ambitious digital strategies that are poised to take them well beyond their TV operations as they expand rapidly into video downloads, on-line communities and broadcasts to cellphones. And as MTV Canada prepares for its launch on March 21, the new channel faces a key hurdle -- its TV licence is limited to talk and lifestyle programming.

Rival MuchMusic is watching closely to make sure MTV Canada doesn't stray from those requirements by playing music videos, a format MTV is known for. CTV Inc., the owner MTV Canada, is putting the new station on the channel occupied by Talktv, which limits the type of programming it can show. Internet downloads and streaming broadcasts, however, could provide the freedom MTV Canada's television licence doesn't allow.

MTV Canada's flagship program, MTV Live, will focus on in-studio guests, debates and webcam interviews about fashion, relationships and celebrities.

The digital strategy comes as CHUM Ltd., which owns MuchMusic, is also bolstering its on-line operations, adding more downloadable content and expanding streaming broadcasts through its website.

Both pop culture networks are chasing tech-savvy younger audiences whose viewing habits are shifting from the traditional TV set to Internet downloads and video iPods.

MTV Canada is already planning to piggyback its digital strategy on the operations of its American counterpart. New York-based MTV Networks Inc. has launched several broadband TV channels, is building a music downloading site partnered with Microsoft Corp. called URGE, and in the past year has expanded into on-line communities, where users post music and video clips.

CTV's plan for MTV Canada will be unveiled soon, but the network is keeping quiet on the specifics.

"The MTV digital strategy will be in some ways the tip of the spear for CTV the company and how we move forward with the next wave in the digital world," said Mike Cosentino, a spokesman for the network.

Over at CHUM, the company has spent recent months ramping up MuchMusic's on-line offerings, including the introduction of its first downloadable show, the reality series VJ Search. It has also started adding its programming to cable video-on-demand services and is expanding further into streaming broadcasts with an eye to future cellphone TV watchers.

"Whatever we have rights for, we're experimenting with," said Maria Hale, vice-president of business development for CHUM.

The rival network isn't saying how it will react if MTV Canada starts playing music videos on the Talktv format; however, CHUM suggested last fall it won't stand by if its competitor takes liberties with its broadcast licence.

"We'll be intrigued to see how Talktv can be morphed into an MTV brand and still remain a talk channel as licensed," CHUM said in a statement in September.

A significant part of MTV's digital strategy is focused on building on-line communities. Websites such as Myspace.com have risen to prominence in recent years with on-line places for users to chat, post music and share photos. Myspace, a cult hit for independent bands posting their albums, has more than 60 million users. Now a host of other companies, particularly broadcasters, want into that business because of the audiences it draws.

U.S.-based MTV has bought several websites, including a video game website and IFILM Corp., which allows amateur filmmakers to post movies. Such properties combine to form large communities of users.

MuchMusic and MTV have moved away from video-dominated formats in favour of higher rated programs, such as celebrity reality shows and in-studio programs that draw bigger audiences. However, videos remain a significant part of MuchMusic's lineup.

When MTV was last in Canada, under a deal that ended last year when Craig Broadcasting was bought by CHUM, the arrangement didn't involve access to the U.S. company's digital assets. While CTV is quiet about its plans for Canada, officials have said the Canadian channel's deal allows the use of those properties in Canada, likely foreshadowing where the digital strategy is headed. CTV is part of Bell Globemedia, which also owns The Globe and Mail.

Channels such as MuchMusic and YTV have been among the more aggressive specialty TV services in expanding their digital strategies.

CHUM expects to unveil additions to its digital strategy in the next few weeks, including new downloads of shows on MuchMusic. The company plans to bolster the digital offerings of its other networks, hoping to keep viewers loyal to its stations as they get older. CHUM owns several specialty channels, including Bravo, MuchMoreMusic and Star.

"As those kids grow up we're going to need to make sure that all of our various properties are multiplatformed," Ms. Hale said.

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