MTV
MTV is celebrating its 20th anniversary, and now reaches 384m households in 140 countries around the world. Pop music was transformed during the Eighties and Nineties bringing the now standard video to the fore of any aspiring band. It is one of only a handful of examples of a media that has transcended its format to become something close to a lifestyle brand.
MTV are considered to be one of the world's most valuable individual media brands, with an estimated value of $6.6bn. Amazingly it all began as a cheap way of filling a dead slot in a regional US cable system. The recent award show in Barcelona supported by sponsors such as American Express, D & G, Foot Locker, and Vodafone clearly demonstrated how far the company has come. In creating the market you must prepare for copy cat competitors and aggressive attacks by multi billion dollar corporations which is probably one reason why MTV is now owned by Viacom.
They remain number one in the UK with 39% higher ratings among 16-34yr olds than any of its rivals. To retain this position the brand has had to further segment its audience from pop and rock into 8 channels which represent 50% of UK music channels. The 8 are MTV, MTV2, MTV Hits, MTV Base, MTV Dance, VH1, VH1 Classic, and The Music Factory on Freeview.
What MTV have managed to do since launching is to keep the focus on the future of their market and constantly develop the service. From cartoons such as Beavis & Butthead to Jackass TV (soon to be launched on the big screen) MTV has also provided a launch pad for a variety of young talent outside of the music industry. The 16-34yr market is notoriously fickle and as such MTV should be applauded for their longevity due to invention and yes we would include The Osbournes in that analysis.
While the original MTV generation grows up and turns to the hits of their era their children can switch on to a whole new range of channels depending on their particular taste. Where will we be with music TV in 10 years? Who knows, but you can be sure MTV will be determined to have a say.
"thinking differently and delivering results"