They'd been commissioned to create 10-second "interstitials"--quick ads meant to flash a logo and help establish a brand--for a newly conceived cable channel.
While the MTV VJ had a one-way dialog in reporting music and pop culture-related news to the audience, the MTV TJ will actively engage MTV's hyper-social audience - answering their questions and amplifying their interests, while doling out behind-the-scenes information, cool links and exclusive media across MTV.com, Twitter, Facebook, blogs and in 30-second sponsored on-air interstitials.