MTV pens Quizilla acquisition

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MTV Networks has acquired Quizilla.com, adding the online community for teen-targeted, user-generated content to its roster of recently attained Web properties.

The site, acquired from online ad-sales representation company Gorilla Nation, is a top five online destination for female teens featuring content from young authors. It joins the MTVN Kids and Family Group digital portfolio that includes teen sites the-N.com and NeoPets.com as well as the recently acquired gaming sites Shockwave.com and AddictingGames.com.

"Overall, we are all about super serving our audience -- in this case teenage girls -- and this sees us continuing down that road to make this a destination site with a deeper sense of social networking," said Steve Youngwood, executive vp digital media at MTVN Kids and Family Group. He added that the Quizilla brand likely will extend into fellow MTVN Kids and Family site the-N.com and possibly see some convergence with television.

Youngwood, who noted Quizilla's profitability, declined to disclose its purchasing price but described it as one of the group's smaller Internet acquisitions.

The site drew 3.1 million unique visitors last month, according to ComScore Media Metrix.

"The acquisition of Quizilla combined with the-N.com and NeoPets will further deepen our already strong connection with our audience and provide them with new ways to experience our content on the N as well as the ability to create and share their own creative ideas and passions through Quizilla," Nickelodeon and MTVN Kids and Family Group president Cyma Zarghami said. "This is a great complement to our portfolio of brands that serve preschoolers, kids, teens, parents and families overall."
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