AUSTIN — David Gale, Executive VP of MTV Networks, who heads up online operations, tells Beet.TV that even a giant media enterprise like MTV needs to seek partners to reach an audience which has become defuse in a maze of social networks.

Daisy Whitney, who conducted several interviews for Beet.TV at SXSW, caught up with David earlier. David told Whitney that during these lean times, innovation is essential. 

Here's Daisy's report on developments at MTV in her post on TV Week.

David was at the show to promote MTV's new "Five Dollar Cover" online and television series.

This is the last of Daisy's reporting from SXSW and we are grateful for her help and outstanding interviews, along with the outstanding shooting and production of Jeff Brooks. Much obliged.

Andy Plesser, Executive Producer

Tech Companies Should Buy Media Now

As the dance between big media and technology company continues, could it be that tech companies will acquire media companies, now at historical low values?  Erik Sherman at BNET thinks the time is right.