If you were looking for a leash for your pet llama, what type of store would you probably have better luck finding one in:  a general pet store or Llamas R' Us?  Probably the llama-specific store, right?

Maybe you don't have a llama.

But you've probably been a similar situation in which you were looking for something very specific and couldn't find it at the general purpose places.  They might have had it… but finding one specific item in a sea of hundreds or thousands is like trying to find one hair on a llama's back.

MTV is hoping to help it's specific audiences find more relevant information in a move to create at least two dozen new websites targeted at very specific audience.  In a report by ClickZ, MTV has dubbed its strategy "hyper-programming" and hopes that creating websites specific to certain segments of its target audience will add loyalty and value to its cable-based programming.

While some of the hyper-programmed websites will contain material to accompany a MTV or VH1 television program, others will focus more on fun and games that different members of the viewing population might find interesting.  MTV believes it knows its audience and these new websites will appeal to existing customers at the same time they make new customers.

I've always thought that the more targeted a product is, the better that product will do.  It's hard to be all things to all people.  It's just as hard to be several things to several people.  The best product is the one that seems like it was created specifically for an individual.  I'll be curious to see how this endeavor pans out for MTV.

Are you sure you know your target audience?  If so, how well do you know them?  Are there things you could do to improve communication with and marketing towards specific segments of that population?  Launching companion sites or companion subdirectories shouldn't be out of the question for any company with an online presence.

Bottom line:  if a large portion of your customers are looking for llama leashes, don't just show them leashes for dogs and expect them to improvise.  They won't.  They'll go elsewhere.