Revitalizing and re-positioning your brand is important - especially when dealing with a younger, more fickle audience.
MTV Reinvents Itself for the Millennial Generation - NYTimes.com
Monday, October 25, 2010
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About Me
- Anthony J. Avallone
- Professor of Management at Berkeley College, teaching Online.
4 comments:
What MTV needs to understand is us "Millenials" may be fickle but we're not stupid. It was only a matter of time before their so-called reality shows such as "The Hills" with their unrealistic plots plummeted in ratings. Whatever happened to actual music anyway?
I think they are in the right direction with adding diversity to their strategy in the form of real life, authentic shows with purpose and education along side scripted shows while revitalizing classics like Beavis and Butthead. Its true for too long the chanel was extremely one-tone and I think that calling themselves a music chanel without any music brought about the last few years of confused reorganization in a desperate attempt at discovering what the channel was all about.
Diversity will give MTV a much better chance at interesting not only the Millenials, but also Generation X to tune-in to their station once again.
Although shows such as "16 and pregnant" actually have a point for today's young viewers, "Jersey Shore" is simply appalling. Because of bad ratings, I feel that MTV's approach to success has become so desperate that they are resulting to promoting anything controversial such as this new show "Skins".
As for the old shows such as "Beavis and Butthead" they are planning to reinstate I really don't see a point. Since that particular show focused on music videos of the '90's, I doubt that the current audience members will understand that humor. I suppose the best thing is to wait and see what awaits MTV.
MTV has managed to make some changes to better their rates. They understand who their viewers are and by making that distinction, they are able to provide shows which will appeal to the appropriate group of people. Good for them because they are constantly reinventing themselves. As stated in the article they have been rethinking the channels program for the millennial generation which I find to be great. I can agree with some of your comments on how appalling the show Jersey Shore is. They go above and beyond on certain things and show them acting very pernicious which can have a negative effect on young viewers. It was good to see MTV actually did their homework by conducting a research on the millennial generation and understanding that they are not as rebellious as they used to be in the past but now watch TV. with their parents. This enables them to make shows like “Teen Mom” and “16 and Pregnant,” which teaches lessons and have a powerful message.
Bruk Mulugeta
MTV still stands for music television doesn't it? I don't know how many of the shows on the channel are music related, but it doesn't seem too many of them are. I like the way LPironti put it, "Whatever happened to the actual music anyway?" Ha!! Good question. MTV had to give the viewers what they wanted in order to stay around,which wasn't music videos, so it was a good thing they noticed their reality shows were picking up viewers, and used it to become more diverse, or as they put it no longer "one-note". The channel for sure has a new image, thanks to one "boozy in-your-face unscripted show" Jersey Shore. Their new show "Skins" should fit right in. Promoting "Skins" during every commercial break was a great idea, because I'm sure the viewers of "Jersey Shore" will watch that show too. MTV knew that the ratings would be particularly high during the season-finale episode of their star show, with the right segment of viewers, so they took advantage of the opportunity to push their new show in the audiences face as much as possible. I noticed the fact that the article mentioned parents are on the network, compared to four years ago when "Parents were absent!", the only thing is the parents are teens. I don't know what the identity of MTV is, but it looks like an irresponsible, confused teenager to me.
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