In a move that seems long overdue, MTV has announced it will launch a Web channel called 'MTV Overdrive' which will allow users to play videos on demand. The new Web channel will have exclusive content as well as videos and features seen on MTV's regular cable network. It will have 'six distinct channels of programming' including News, Movies, Music and On TV. It will also feature 15 second ads.

MTV Network's President Van Toffler said that the viewers of the Web channel can either 'lean back' to watch regular programming or 'lean forward to direct your playlist and interactivity.'

Shows such as "The Real World" and "The Osbourne's" will be available for viewers and they can customize what music videos they wish to watch at any time.

The programming on the Web is geared more to two minute segments rather than longer programming. 'I think you have to program to them differently,' Toffler said. 'They play video games, they're on PDAs, they're using their cellphones as cameras. All our research shows young people put 30 hours of entertainment into a 24-hour day. That requires a lot of multitasking.'

The channel is presently available on beta format on the web. Registration is required to access the programming. So now, you can say, 'I want my MTV' and program exactly what you want your MTV to be.