International Marketing Study Program 2005
MTV visit no 8
January 27th 2005
Crunching through the snow in freezing temperatures, snaking past the crowds, walkways and traffic, luckily with the warmth of the sun on our backs, the walk to Times Square was pretty pleasant especially in anticipation of meeting “the MTV” – I'm sure that's where I learnt my moonwalks!
MTV is the leading media brand for youth music television. Its audience is targeted at young adults from 16 to 34 years. Its brand values equals hope, inspiration and rock ‘n' roll for the youth culture which are reflected on the various channels such as Choose or Lose and Fight for Your Rights: Take a Stand Against Violence. Inventive entertainment like Save the Last Dance and Kings of Comedy
Our visit to MTV New York was not only dazzled by the view of Manhatten but also by the creativity, ideas, new music, new talents that is reaching out and touched by audiences all over the world. MTV has nearly 379 million households in 140 territories globally through 38 locally programmed MTV channels. For a global company with this sort of reach they use a considerable amount of localization to enhance relevance to their local markets and keep themselves current.
The visit gave us an insight to the MTV world of music and the use of music to communicate social issues, youth issues, community issues and the changing nature of the world we live in. An example of that was the upcoming MTV Asia Aid in Thailand which replaced the MTV Asia Music Award night. Funds raised went to the victims of the Tsunami disaster, all organized at the last moment which in itself is impressive.
We were all treated to McDonald's fries, a pop quiz, snippets of promotional MTV ads and lots of inspiring examples of the marketing, sponsorship and the integrated communication processes used by MTV. Creativity is the key to effective marcomms activities such as global sponsorships, advertising within the various channels, press campaigns, and interactive media.
The Directors and staff were people with passion - passion for music, passion for youth and passion for the future. Not to mention, a recommended list of night clubs we should visit. We weren't disappointed they were great!
The future for MTV? I hope forever evolving and continually growing into new geographies, new channels, new local music and new talents. It will always have a place in youth pop culture as it strives to keep up to date with its market, to offer them a voice and to use music as a key communication medium.
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