Digital Marketing at

MTVMembers:Aditi Gupta,Gaurav Mane,Manish Pathak,Rahul Hisaria,Sumanth Pirangi,Ujjwal Sharma

Introduction • MTV, or Music Television, a cable television network that devotes most of its programming

time to video clips that accompany popular songs.

• Advertisers and studio executives attempted to capitalize on the network's enormous success, and soon commercials, television series, and feature films were being shot in the style of music videos—with glossy visuals, rapid editing, and a throbbing pop-music soundtrack.

• Most of the biggest musical stars of the decade got their first public exposure on MTV.

• Owned by VIACOM, it has other channel partners such as Nickelodeon and VH1.

• Stick to The original Purpose: play music videos 24 hours a day, 7 days a week, guided by on-air personalities known as VJs, or video jockeys. The original taglines of the channel were "You'll never look at music the same way again”.

• Live concert broadcasts - Throughout its history, MTV has covered global benefit concert series live.

• Total Request Live: More of MTV Live, Total Request, Say What?, and 12 Angry Viewers. • Have more music hours: -Between 1995 to 2000, MTV played 36.5% fewer music videos -2008 saw an average of just three hours of music videos per day (The rise of the Internet as a convenient outlet for the promotion and viewing of music videos signaled this reduction)• Show Low sexual explicit content:

Customer Expectations

The Christian rights organization American Family Association has also criticized MTV from perceptions of negative moral influence, even going as far as to describe MTV as promoting a "pro-sex, anti-family, pro-choice, drug culture.”

What Customers Prefer?

Likes Dislikes MTV Movie Awards Few music videos

MTV Hottest MC list few music hours

Late night music videos Explicit programs such as Teenage Moms and MTV Cribs.

Programs such as World of Jenks, Room Raiders Catfish

Not satisfied by award ranking

Non-music-related television shows aimed primarily at the 12 to

18-year-old demographic.

The most prevalent complaint from consumers is that MTV has stopped showing the music videos that it was once popular for and also MTV’s new programs related to sexuality, drugs is spreading negative moral influence.

Research Approach :We used the freely available consumer generated discussions on Social Media- Facebook, Twitter, LinkedIn, YouTube, blogs and web forums to understand the various aspects of customer perception- expectations, experiences, attitudes towards the brand and competitors, culture and communities of the consumers etc.

Business Goals

http://mashable.com/2010/09/17/vevo-comscore-august/

• Increase Subscriber Base• Advertising Revenue Growth• Increase Penetration of Pay TV• Improve Brand Recognition• Improve Customer Service

It uses the social media space via Facebook, to engage the fan base via game-like postings and content.

E.g: MTV's new production "Valemont" has heavily integrated the Verizon phone, and features interaction with the content online.

Strategy

MTV has especially tapped into the need for belonging and acceptance by giving youth something common to talk about and experience together- something specifically created with them in mind.

• Stay in touch with the customers wherever they are -Kristin Frank, General Manager of MTV

“We want to be wherever the audience is, and we know audience is in a lot of different places – and a lot of times it’s in many different places at the same time.”

• Storytelling Without Borders

“MTV's new digital strategy, 'Storytelling Without Borders,' is now allowing fans greater engagement with their favourite shows, off-season”

-Kristin Frank, General Manager of MTV

Media Strategies

• Owned Media:

www.mtv.com- Games based on popular MTV shows made available on the website Features Celebs interviews/blogs/photos/news Dedicated sections for Movies, Shows, Awards, Artists Uploaded with full episodes of MTV shows, MTV awards, movie trailers

Twitter- Quick Updates on new and hugely popular TV shows Latest gossip from the pop music world (celebs, albums) Integrates popular world happenings to entice responses from followers Engaging consumers with their tweets and feedbacks Profile picture based on the latest popular show

Facebook- Latest Updates on popular shows/celebs/albums/events Pages such as MTV Voices encourages consumers to voice their opinions.

Extensive use of photos on shows/celebs to attract consumers Launchpad for new faces/singers Engaging consumers with their comments and likes Posts of shows and events made viral, thus reaching to large number of consumers

Mobile Web/Apps- Dedicated Apps for popular MTV shows Apps such as MTV WatchWith, Push Artists, Rate my Professors are hugely engaging.

• Earned Media: Facebook- “Mundo Fans MTV”, a popular page created by Fans to discuss the Channel

Youtube- Fan made trailers of subsequent seasons of some popular series air on MTV.

• Paid Media:– Extensive marketing campaign with different media platforms such as social, digital,

outdoor, television as well as brand associations.– MTV logo on-air (videos, TV ads, fillers) with different styles and varied colors.

Media Strategies

Business Goals Alignment

Whether Business Strategy Aligned with Data available from

market insight

Soundness of MTV’s Brand Storytelling Management

• MTV's new digital strategy --- 'Storytelling Without Borders' Allows fans greater engagement with their favourite shows, off-season.

• MTV centres its campaign around its hit show--- 'Teen Wolf’.

• Teen Wolf also serves as a complementary online experience to the television series.

• Used Facebook, to engage the fan base via game-like postings and content-Resulting in a 20% increase in year-over-year ratings.

• Allow fans to “friend” and interact with the show’s characters in real time within the context of a choose-your-own-adventure mystery.

Results:

Users spent an average of 46 minutes playing The Hunt on Facebook (or 9 minutes per week), and 81% of them were weekly visitors.

More than 100 million Facebook ‘likes’, thus becoming the industry leader.

Experience Brand Management At MTV

Touch Affinities & Motivations

Invite In…Experience Storyline

Interaction and Personalization

Experience Pathway

Distinct Experience Cues

“Experiential brands engage their target customers with interaction and levels of personalization.”-Richard Gonzalez, Amicus BD

Experience Brand Management Ladder:

experiential brands…..connect with specific & deeper emotions, desires & lifestyles.

Source:AmicusBD whitepaper 5

Experience Brand Management

Touch Affinities & Motivations

Invite In…Experience Storyline

Interaction and Personalization

Experiential Brands are at one with their target customers

MTV: relates to audience as rebellious urban teens

Evidence: “Tomorrow we get to know the MTV Movie Awards nominations!!!!!! :))”

Well Designed experiences facilitate bonding and sense of belongingness

MTV: 'Storytelling Without Borders‘

Evidence: Allows fans greater engagement with their favourite shows, off-season.

Sociable…touching lifestyle. Opportunity to embed brand’s values & benefits

MTV: Active digital media profile

Evidence: Did Harry Styles really get a giant butterfly tattoo on his stomach? Let's investigate: http://on.mtv.com/W1d7RA

Experience Brand Management

Experience Pathway

Distinct Experience Cues

See it.. feel it.. use it.. remember it

MTV: Focus on teens esp. age group of 12 to17.This is where experience starts, teens connect and experience unfolds.

Evidence: Teen Wolf

Both Science & Arts-Science of creating experiential pathway with distinct emotions & the art of making it

appear effortless

MTV: Instant emotional connect with the audiences

Evidence: the mtv abuse advert is so tense omg

Brand on Twitter

“You know Depression sets in when you watch MTV Cribs and Discover the size of a room is the size of your house!"IfeAdeyinka 0:14Twitter for BlackBerry® “gonna cancel all of my porn subscriptions and just watch MTV base instead” #HNNNNG “Casually killing brain cells watching mtv”Kude_Mar 0:24Twitter for Android YOUTUBEMorshi Trallesson 6 hours ago“If this is the case why not rename the MTV (Music TeleVision) to RSTV as in Reality Show TeleVision.If the game have changed you can't keep the name as Music.”

Bad Experiences

Insights:• Very negative sentiment

about the content• Shift in perception of MTV

turning into a Reality Show tv

Potential Actions:• Content can be modified to

suit the taste• Due to the proliferation of

Reality shows, a new channel can be launched

“Legend has it the "M' in MTV once stood for Music.”QuotationFreak 0:10Twitter for BlackBerry® “Why does MTV have a top 10 MCs list if they don't even play music? Change your name already.”OscarLondonoJr 0:11web “MTV ROCKS is actually playing decent music for once, well done mtv.”Brett_Mayne 0:12Twitter for Android “miss the good ol' days, when the "M"in MTV stood for Music and not Maternity.WHRvo”birtrgc7 0:17web “I love music videos. Wish MTV still played them.”Erin_Marie92 0:37web

Customer Expectations

Insights:• Less Music in total featured

content • Consumer disappointment is

palpable

Potential Actions:• Increase music content in the

total airtime• Let the flagship MTV stick to its

roots and a subsidiary MTV channel is launched

• “World of Jenks is probably one of the only shows on MTV that isn't pointless.”

damndest 0:18Twitter for iPhone

• “Room raiders is on! Lovin the throwback MTV shows”

Taylor_gang912 0:20Twitter for iPhone

• “Watching Catfish: The TV Show... MTV has gotten amazing at exploitative reality television for and of young people. Can't say I blame them.”

iammarhtaskomo 0:07web

Good Experiences

Insights:Some of the shows are well

appreciated by the consumers

Potential Actions:More of this kind of innovative shows

can be added

“Tomorrow we get to know the MTV Movie Awards nominations!!!!!! :))”robsten_loove 0:43Twitter for iPhone “THE EXCITEMENT I FEEL FOR MTV MOVIE AWARDS 2013 IS FUCKING UNREAL”TheHoboCouple 0:44web

“I don't trust MTV's 'Top 10 Hottest On The Game' list.”FlyBoythaGREAT 0:22Twitter for Android “Once again, MTV's hottest MC list is some BS! http://t.co/NqFXixB2V4”LouWorldOrder 0:45Twitter for Android “MTV always messes up the Hottest MC list every year.”803sFreshPrince 0:50web

Attitudes about MTV

Insights:• High Anticipation of popular MTV

Awards that been there for a long time

• But once results are announced, consumers get disappointed year-

after-year

Potential Actions:• Go back to the basics keeping up

with the popular sentiments in awarding criteria

• Award functions can be made more trendy and appealing

Attitudes about the Competition“Discovery Channel is one he'll of a good tv station. Better than mtv sometimes”KvnG79 14:21Twitter for Android “When I watch @lifetimetv @bravotv @mtv @vh1 @ENews I wonder how the hell do I not have my own tv show...?!?!?!”TehranSoparvaz 11:00web “Korean should open up their own fuckin channel & stop using MTV or Channel V to show their Crap”KingDin77 9:40Twitter for Android “I prefer channel V than MTV”Fiqoawesome10 6:51Twitter for iPhone

Insights:• Consumers severely want

their music channels to deliver music. So maybe no

channel is able to meet their expectations

• Consumers have a sense of belonging attached to MTV

Potential Actions:Figure out latest development in

other channels and take necessary steps to align with the content

shown on popular channels

A popular show on Catfish has gone viral. Viewers are craving for it. Catfish is such a good showjessnut_ 15:59Twitter for BlackBerry® I really need to watch Catfish on MTV :ooonmbamba 16:05Twitter for Android Catfish is such a creepy but amazing show @MTVCatfishUKIts4d4m 16:06Twitter for iPhone

Viral Sharing of Content

Insights:• Some shows are blockbusters

and tend to go viral on the web

• The advocacy of such shows grows exponentially and viewers crave for more

Potential Actions:• These shows can be identified

and more of them can be created

• Users can be asked for their choice of shows

• http://www.bgsu.edu/departments/tcom/faculty/ha/tcom103spring2002/gp11/

References

• http://www.interbrand.com/es/best-global-brands/previous-years/Best-Global-Brands-2010/MTV-Kerry-Taylor.aspx

• http://www.imediaconnection.com/content/24717.asp

• http://blip.tv/beettv/mtv-s-new-digital-strategy-grows-show-fanbase-off-season-6214523

• http://www.trefis.com/stock/via/articles/136044/viacom-earnings-preview-what-we-are-watching-earnings-on-aug-3/2012-08-02

• www.mtv.com

Conclusion

• MTV’s pragmatic diversification has moved the brand further from its roots and into its current dilemma: music television or not?

• MTV invests a lot of resources in researching, understanding, and adapting to its audiences’ evolving needs and desires.

• But as it continues to experiment with low-cost content, the cultural pioneer has strayed from its music-centric identity and lost a bit of its edge.

• MTV continues to have an impact on popular culture, now on a global scale, with its number one series of all time, Jersey Shore.

• Beset with an identity crisis and in the midst of a tough game of catch-up with its target audience, the brand has some distinct challenges ahead.

• Constant innovation is mandatory for a youth-oriented brand such as MTV, thus preventing any obsoleteness.

• It will need to pursue an aggressive creative strategy in order to capture the attention of a generation with an exceptionally short attention span.

• MTV would do well to push the boundaries and recapture some of its lost edge — the very thing that made it a household name more than 30 years ago.

• MTV’s strategy is favourably aligned to its business goals. Still, the toughest task of strategy implementation has not yet shown results.

• MTV’s digital media strategy nicely covers a wide area of Owned, Paid and Earned media spheres.

• MTV still has the images of music channels that encourages upcoming talent and provide them an opening platform.