MUMBAI: An independent Internet television channel cheekily called Not Mainstream Typical Videos (NotMTV.tv) has been launched in the US.

The network went live a few days ago with three programming pods. In addition to music coverage on their flagship series, Not Mainstream Typical Videos, the network will feature two additional pods of programming: Culture Captured and Investigate This!

The network positions itself as an independent Internet television channel made by the fans and for the fans. The network notes that consumers all across America and around the world are supporting independent music as never before and they want cutting-edge cultural content. The network will aim to show the underground and unexplored aspects of the music industry and delivering to them the issues, stories and trends that interest them.

NotMTV.tv also hosts an independent music video vault where indie bands are able to submit videos the network will stream and make available to members for download in four different formats (Windows media, QuickTime, iPod video and PSP video). Membership is free.

One of the founders talent producer Terry Merrill stated, "An emerging and enduring multimedia challenge is to conceive, design and produce Internet television projects for niche
audiences and diverse consumers. NotMTV.tv is one extraordinary example of an emerging trend: Talented teams of independent producers changing the face of entertainment as we know it.

"This network will deliver new music and culture content for an Internet generation telling network executives loud and clear they prefer the content of wherethehellismatt.com and YouTube than rehashed reality shows and by-the-book sitcoms."