I was about to write “MTV Generation”, but I just realized that’s actually *my* generation, about 3 web generations removed from what Viacom is targetting.  Anyway, CNet reveals that Viacom has transformed an older purchased, called Tagworld, and plans to move that technology evolved into a new property called Flux.

Flux will bring the “MyBlogLog” treatment to a bunch of different mainstream web properties that early tech adopters might not frequent — but if executed “right”, this could be a very big thing.  MyBlogLog hasn’t received much pub recently after it was purchased by Yahoo, but its been installed on a whole bunch of influencer tech blogs allowing them to see who is visiting.  More importantly, it forms a platform agnostic / superspatial social network onto existing “social” platforms, as people can create identities, have their own pages which link to their own blogs, and engage in other fairly typical social “networking” activities.

As I wrote about a few months ago, these kinds of features made MyBlogLog a big deal, and I saw the kind of potential it might have in a large network.  For a variety of reasons it really hasn’t made quite the leap I thought it could have, but I wonder how these kinds of features would play out amongst a very different set of users — the ones that Viacom is targeting.

The youth demo who doesn’t wear watches, spends more time on social networks than watching TV, and doesn’t use email, for example.

From their end, it might represent an opportunity to identify and tie up a whole subsection of web users across a very disparate collection of web properties — from 50cent to culture blogs such as Subterranean Blog.

It’ll be interesting to see exactly how its executed and how it plays out.  The exact details have yet to be revealed as the Flux Blog mentions something about community tools as well, and promises publishers, amongst other things, more visitors, and an increased time on your host blog.