MTV Networks is launching a social networking site, Flux.com. The new site encompasses Viacom's network of websites and external sites such as Sk8site.com and the Pussycat Dolls' official site. "Flux powers the communities on your favorite websites and lets you take your profile, friends, and
content with you across the social web," says the site's current (introductory) home page, currently headed "Coming Soon..."

"Whenever you see the Flux logo on a website, you can join that community with a single click and take all your stuff with you," the site continues.

Earlier in 2007, MTV Networks invested in social networking start-up Tagworld  there are also social networking features already on the Subterranean blog, another MTV property.

Flux is an open platform that allows websites and bloggers to add community tools to their sites – the sites they control and monetize.

A note on Flux.com says:

"Got a cool website or blog? Flux enables you to add community tools to your website and push your content further. The Flux Platform is robust enough for large media companies, such as MTV Networks, and flexible enough for influencer blog sites like Aquarium Drunkard, Vinyl Pulse and X17."

The new venture is housed in a separate, new company, Social Project Inc.

In the introductory Flux blog is the following explanation:

"Key elements of the idea for Flux started taking shape in late 2006. Back then, Social Project didn’t exist, and the company you see today was working on TagWorld. TagWorld was a traditional social network with lots of innovative features, but we realized that waging a feature-war against Walled Garden Social Networks wasn’t where we should be focusing our efforts. We began thinking about disaggregation of community – allowing it to occur in a coherent way across the full spectrum of the web - and how to reach audiences outside of the walled garden of the TagWorld.com website.

At the same time, MTV Networks was also exploring the disaggregated model. In December 2006, MTV Networks became a minority investor in TagWorld.

We hope to help websites and bloggers embrace the disaggregated model that has made each of them so unique, original and interesting – not just Viacom, but content creators everywhere, of all shapes and sizes.

Our goals are straightforward:

(1) Empower content creators with a robust platform of community features and functionality.

(2) Bind communities together with a connective tissue that allows the seamless motion of content, user identity, and personal relationships across the social web.

- The Social Project Team"