MTV & Atom Entertainment

MTV is about to acquire Atom Entertainment for 200 Mio USD to offer multimedia content online. Interestingly enough, Atom has been around for much longer than YouTube, but apparently has not had the same success as other, more recent video platforms - perhaps because users could not upload and share their own content.
As Tom Freston, CEO, Viacom, said

"This acquisition is right on the money with our digital strategy. It adds great scale with users, improves our growing casual gaming position, and brings a world-class digital video library and a fantastic management team."

As I understand it, this will first of all give MTV an access to more diverse content - but what is it that the end users of (mobile) content really want? What strategy will MTV follow to broaden their user base and to successfully compete against YouTube?