1. Digital
Members:
Aditi Gupta, Marketing at
Gaurav Mane,
Manish Pathak,
Rahul Hisaria, MTV
Sumanth Pirangi,
Ujjwal Sharma

2. 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.

3. Customer Expectations
• 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:
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.”

4. What Customers Prefer?
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.
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, Not satisfied by award ranking
Room Raiders Catfish
Non-music-related television
shows aimed primarily at the 12 to
18-year-old demographic.
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.

5. Business Goals
• Increase Subscriber Base
• Advertising Revenue Growth
• Increase Penetration of Pay TV
• Improve Brand Recognition
• Improve Customer Service
http://mashable.com/2010/09/17/vevo-comscore-august/

6. 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
E.g: MTV's new production "Valemont" has heavily integrated the audience is in a lot of different
Verizon phone, and features interaction with the content online. places – and a lot of times it’s in
many different places at the
same time.”
• Storytelling Without Borders
-Kristin Frank, General Manager of MTV
“MTV's new digital strategy,
'Storytelling Without Borders,' is now
allowing fans greater engagement
It uses the social media space via Facebook, to engage the fan with their favourite shows, off-
base via game-like postings and content. season”

7. 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

8. Media Strategies
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.

9. Business Goals Alignment
Whether Business
Strategy Aligned with
Data available from
market insight

10. 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.

11. Experience Brand Management At MTV
“Experiential brands engage their target customers with interaction and levels of
personalization.”-Richard Gonzalez, Amicus BD
experiential brands…..connect
with specific & deeper
emotions, desires & lifestyles.
Experience Brand Management Ladder:
Touch Affinities & Motivations
Invite In…Experience Storyline
Interaction and Personalization
Experience Pathway
Distinct Experience Cues
Source:AmicusBD whitepaper 5

12. Experience Brand Management
Experiential Brands are at one with their target
Touch Affinities & Motivations 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
Invite In…Experience Storyline sense of belongingness
MTV: 'Storytelling Without Borders‘
Evidence: Allows fans greater engagement with their
favourite shows, off-season.
Sociable…touching lifestyle. Opportunity to embed
Interaction and Personalization
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

13. Experience Brand Management
See it.. feel it.. use it.. remember it
Experience Pathway
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
Distinct Experience Cues
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

14. Brand on Twitter

16. Bad Experiences
“You know Depression sets in when you
Insights: watch MTV Cribs and Discover the size of a
• Very negative sentiment room is the size of your house!"
about the content IfeAdeyinka 0:14Twitter for BlackBerry®
• Shift in perception of MTV
turning into a Reality Show tv “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
Potential Actions:
• Content can be modified to YOUTUBE
suit the taste Morshi Trallesson 6 hours ago
• Due to the proliferation of “If this is the case why not rename the MTV
Reality shows, a new channel (Music TeleVision) to RSTV as in Reality
can be launched Show TeleVision.If the game have changed
you can't keep the name as Music.”

17. Customer Expectations
“Legend has it the "M' in MTV once stood for
Music.”
Insights: QuotationFreak 0:10Twitter for BlackBerry®
• Less Music in total featured
content “Why does MTV have a top 10 MCs list if they
• Consumer disappointment is don't even play music? Change your name
palpable already.”
OscarLondonoJr 0:11web
“MTV ROCKS is actually playing decent music for
once, well done mtv.”
Potential Actions: Brett_Mayne 0:12Twitter for Android
• Increase music content in the
total airtime “miss the good ol' days, when the "M"in MTV
• Let the flagship MTV stick to its stood for Music and not Maternity.WHRvo”
roots and a subsidiary MTV birtrgc7 0:17web
channel is launched
“I love music videos. Wish MTV still played them.”
Erin_Marie92 0:37web

18. Good Experiences
• “World of Jenks is probably one of
Insights: the only shows on MTV that isn't
Some of the shows are well pointless.”
appreciated by the damndest 0:18Twitter for iPhone
consumers
• “Room raiders is on! Lovin the
throwback MTV shows”
Taylor_gang912 0:20Twitter for iPhone
Potential Actions:
• “Watching Catfish: The TV Show...
More of this kind of innovative shows
MTV has gotten amazing at
can be added
exploitative reality television for and
of young people. Can't say I blame
them.”
iammarhtaskomo 0:07web

19. Attitudes about MTV
“Tomorrow we get to know the MTV Movie
Insights: Awards nominations!!!!!! :))”
• High Anticipation of popular MTV robsten_loove 0:43Twitter for iPhone
Awards that been there for a long
time “THE EXCITEMENT I FEEL FOR MTV MOVIE
• But once results are AWARDS 2013 IS FUCKING UNREAL”
announced, consumers get TheHoboCouple 0:44web
disappointed year-after-year
“I don't trust MTV's 'Top 10 Hottest On The
Potential Actions: Game' list.”
• Go back to the basics keeping up FlyBoythaGREAT 0:22Twitter for Android
with the popular sentiments in
awarding criteria “Once again, MTV's hottest MC list is some
• Award functions can be made BS! http://t.co/NqFXixB2V4”
more trendy and appealing LouWorldOrder 0:45Twitter for Android
“MTV always messes up the Hottest MC list
every year.”
803sFreshPrince 0:50web

20. Attitudes about the Competition
“Discovery Channel is one he'll of a
Insights: good tv station. Better than mtv
• Consumers severely want sometimes”
their music channels to KvnG79 14:21Twitter for Android
deliver music. So maybe no
channel is able to meet their “When I watch @lifetimetv @bravotv
expectations @mtv @vh1 @ENews I wonder how the
• Consumers have a sense of hell do I not have my own tv
belonging attached to MTV show...?!?!?!”
TehranSoparvaz 11:00web
Potential Actions: “Korean should open up their own
Figure out latest development in fuckin channel & stop using MTV or
other channels and take necessary Channel V to show their Crap”
steps to align with the content KingDin77 9:40Twitter for Android
shown on popular channels
“I prefer channel V than MTV”
Fiqoawesome10 6:51Twitter for iPhone

21. Viral Sharing of Content
A popular show on Catfish has gone
Insights: viral. Viewers are craving for it.
• Some shows are blockbusters
and tend to go viral on the Catfish is such a good show
web jessnut_ 15:59Twitter for
• The advocacy of such shows BlackBerry®
grows exponentially and
viewers crave for more
I really need to watch Catfish on
MTV :ooo
nmbamba 16:05Twitter for Android
Potential Actions:
• These shows can be identified
and more of them can be
Catfish is such a creepy but amazing
created show @MTVCatfishUK
• Users can be asked for their
choice of shows
Its4d4m 16:06Twitter for iPhone

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

23. 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.