MTV Refocuses Their Brand and Experiences Highest Ratings in Over a Decade
Brian Rice, Business 2 Community
Recently, I read Forbes’ list of brands that are slated to make a comeback in 2011 and it got me thinking about which brand has had the most successful rebranding campaign in the past 10 years. After much thought I came to the conclusion that no other brand was more successful than MTV. After MTV dropped music videos completely from their television lineup, many questioned whether MTV would ever regain the buzz they once enjoyed during the days of Carson Daly hosting “Total Request Live”.
Growing up as teenager during the height of “TRL”, we didn’t have Facebook, Twitter or even YouTube, so MTV was “the spot” for the hottest music videos. MTV may have helped the music video become relevant but there is no questioning the fact that television is no longer the medium of choice for consuming these videos. YouTube dominates this space now and the rise of social media has made sharing these videos with friends even easier (my future children will never believe that we use to have to wait until lunch time to talk about the “Top 10 videos of the day”).
Read the rest of the article here:
http://www.b2cmarketinginsider.com/branding/mtv-refocuses-their-brand-and-experiences-highest-ratings-in-over-a-decade-06496
In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, provide your thougthts on the MTV brand. Knowing what you know about MTV, relect on the changes the brand has experienced over the years. Do you think MTV is heading in the right direction? Why or why not? Are they providing a product that is satisfying the needs and wants of their target audience? Why or why not? Be specific with your thoughts.
In paragraph # 2, picture yourself as the CEO (Chief Executive Officer) MTV. What would be 2 changes to the product that you would put in place NOW in order to meet the needs and wants of consumers? Talk about each change and why you would make these changes to the product. Be specific with your thoughts.
Please sign your name to the bottom of your blog entry.
http://www.b2cmarketinginsider.com/branding/mtv-refocuses-their-brand-and-experiences-highest-ratings-in-over-a-decade-06496
In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, provide your thougthts on the MTV brand. Knowing what you know about MTV, relect on the changes the brand has experienced over the years. Do you think MTV is heading in the right direction? Why or why not? Are they providing a product that is satisfying the needs and wants of their target audience? Why or why not? Be specific with your thoughts.
In paragraph # 2, picture yourself as the CEO (Chief Executive Officer) MTV. What would be 2 changes to the product that you would put in place NOW in order to meet the needs and wants of consumers? Talk about each change and why you would make these changes to the product. Be specific with your thoughts.
Please sign your name to the bottom of your blog entry.
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ReplyDeleteI think that the MTV brand is losing its buzz and viewers because of all the shows they took away. They should still have a music countdown show. because TRL was their highest point of viewers. Now even though Jersey Shore is one of the most buzz and talked about shows on tv without that and Teen Mom they'd basically have nothing.
ReplyDeleteYahia Mohamud
If i was CEO of MTV i would bring back TRL. Just so people could vote for the hottest video's. Id also bring back MTV Cribs, people really liked that show. Make sure that Jersey Shore the best show they have will be filled with drama the next few episodes. Because the drama is what people look for.
Yahia M
In the article it talks about MTV and how they are trying to have a come back and become a popular ‘spot’ again by regaining the attention of their old viewers. MTV, Music Television, first launched on August 1, 1981 and its intended purpose was to play music videos guided by hosts to the public to show them what was hot at the time in music and to expose new artists. However, over the years MTV has lost its meaning. They now took away all music videos, unless you wake up at 5 and watch it until 7, and replaced it with ‘reality TV shows’. I think this will lead to a great downfall in viewers because not everyone wants to sit around and watch alcoholics with anger issues get trashed or violent on TV. It was supposed to be for everyone that liked pop, a little bit of rock and rap, but now they have taken the M out of MTV and it might as well be called RTV because there is hardly even a trace of music on that channel. In order to fix that problem and regain viewers in 2002 MTV2 was created to only play music videos and basically be like MTV is supposed to be. Unfortunately MTV2 ended up becoming a catch up if you missed MTV by only playing the reality TV shows after it went off on MTV.
ReplyDeleteIf I were the CEO of MTV I would make quite a few alterations. I understand that there are people out there that like the drama they put on TV, i.e. Jersey Shore, The Real World, Teen Mom, etc. so I would keep that, but it would not take up the whole 24 hours that MTV is on TV. Majority of the time on MTV you would be able to turn it on and be watching TRL, music videos, and other music based TV shows. I would bring back the meaning and how music television is supposed to be. Another thing I would change is what we play because I have woken up early enough before to be able to watch the morning music videos and some of the songs are so out there that it makes me wonder who they are targeting with their music. MTV is supposed to be a more modern pop, rap and hip hop target and that is exactly what I would make it. Also I would bring back some old songs and make it like a flashback to when music actually had a meaning.
Katie Gaskins
people will allways be willing to look at mtv because the channel is popular.Mtv has new shows that have alot of drama an excitment people are looking for.The path mtv is headed down seems to be in the right direacton.i think mtv is giving the audience what they want to see.mtv is satisfiing the needs and wants for there viewers.
ReplyDeleteIf i was the ceo of mtv i would have never tooken the musci videos off the air.people love musci an always will be intrested in watching musci videos.Also i would have a sports broad cast for those sports fans.By adding a slid of event that took place the day befor will get more viewers.more viewers eqauls more people watching the rest of your showers on mtv.
demarkus j
MTV is a television show that in the late 1900’s only showed music videos. Decades later, after the creation of the internet, Face book, Twitter and YouTube, the company was forced to made dramatic changes to their shows in order to keep the ratings up. My idea of making changes to a TV studio that only airs music and that its name is Music television in abbreviation is a bad change. The article states that they plan on dropping most of their music shows just because competition is too stiff. To me is sounds tradition to keep airing music videos and just because the music video business is booming and other companies like YouTube are dominating, does not mean take it off.
ReplyDeleteOn the other hand, if I were the CEO of the company I would in fact make the changes to not air the music business. Although I sound like I’m contradicting myself to be a CEO you need to make sacrifices. You’re not the only one that works in the company, many other people do and every step you make in that business has to get you one step closer to success. Right now, MTV is targeting people that want to have a good laugh; I would still keep it up because it’s working. Changing something that’s already making you money for something different is never good, especially when you don’t know what the outcome of these experiments could create.
Juan Cedeno
To me, MTV does not have very many shows I am interested in. But it does carry the shows I hate the most, such as Jersey Shore and Teen Mom. But a lot of people do like majority of the shows MTV has on its channel so they are doing something right. I do not watch MTV often enough to know the changes it has been through but I do know that they have new shows come in a lot. I do not believe that bringing back TRL (Total Request Live) will greatly impact the viewings of MTV due to the fact that all the good music videos are already shared on all big social networking sites such as Facebook and Youtube. I don’t think they are on the right track to gaining viewers, but they aren’t on the wrong track either. They will keep the same steady amount of viewers. All of their products, or shows, are very different so I think MTV does a good job at keeping viewers satisfied, and the viewers usually come addicted to these shows. Like Jersey Shore, once a new episode comes out it is all I hear about on Facebook and Twitter.
ReplyDeleteAs CEO of MTV I wouldn’t change many things other then adding shows more PG rated to the channel. MTV has very mature shows so there is a large amount of kids who watch T.V. constantly that would be able to tune into MTV if appropriate shows were introduced to them. MTV has also somewhat left behind the music part of their channel which used to be big. MTV should bring a couple different types of music shows, such as Top 10 or something along those lines.
-Daniel Owens
I like MTV because it plays all my favorite shows. The shows I watched were Jersey Shore,16 and Pregnant ,Teen mom and etc. I think MTV is headed in the right track because they still do good job at targeting their audience till this day! And it been many Years.Yes Youtube have became very big but people usually want to see a music video on MTV Jams!
ReplyDeleteIf I were the CEO of MTV I wouldn’t change anything about the Business unless it starts falling because as if right now it’s doing just fine! I think MTV is a legend and it won’t fall until someone else makes something better of it.
I don’t really watch MTV or anything relating to MTV, however I know that it is the main channel to watch music videos. When I was younger I remember watching Foo Fighters and I thought that it interesting how MTV played the music video. The reason why is because it showed only rock for one hour than hip-hop the next hour. The changes that MTV has made are very interesting because I know that MTV has taking interesting in other counties music. I think that they are doing the right thing to change how they look, like they say change is good and change can help you survive. They maybe providing some of what the audience want, there will a group of people how will reject the new brand and some who will accepted it. It could be that some just doesn’t want MTV to change or they may not even give it a chance.
ReplyDeleteIf I was the CEO of MTV, I would first thing I would do is make MTV a global channel so that everyone knows what MTV is. That would make my viewing rates go up even more. Also allow other sings from other counties to sing on the program. The second thing I would change would make MTV more noticeable like making an app for ITunes or the Droid, pretty much anything relating to youtube, facebook and twitter. That way every can see what is new with MTV.
-Rod M.
MTV used to be your main source for music videos but now it's turning into a a regular television programming channel. MTV's popularity decreased as the internet became big, like when Youtube, Facebook, and Twitter became well-known. MTV is heading in a well direction because they switched their focus from mainly music videos to programs such as "Teen Mom", "Jersey Shore", and "The Buried Life". Music Video's are still one of their focuses as a company but just not their main focus. The targeted audience of MTV is mainly teenagers and young adults, they like reality TV about funny outrageous and drama causing things.
ReplyDeleteIf I was the CEO of MTV I’d bring back what got them the most viewers, TRL. TRL was a music video count-down. It’d be smart to bring it back because even though you can watch music videos on Youtube, you can see what other people think are the best and worst at the moment and see what’s new. I’d also improve the programs; I’d make the programs more of what the viewers want, and add more programs.
-Brigitte Chavez
In my opinion MTV has grown a lot more popular. Even though it use to be about music, it still has a big audience. They show music once in a while but now it’s about different shows and people accepted that change. They knew how to make the shows so that it would be made big. I know a lot of people who watch Jersey Shore now and I am part of that audience. The show always ends with a you must see it next week and it keeps the suspense going.
ReplyDeleteAs the CEO for MTV I would cancel Skins. It doesn’t have a good point. I saw it the night it came out and I only watched 15 minutes of it and it was horrible. I didn’t see the point of taking up and hour with that show. It shouldn’t continue and when its season ends they should just end it there. Another change that I would make is to make Jersey shore at 9 not and 10. Students need to sleep and a lot of them stay up till 11 because of Jersey Shore. If it was pushed up to 9 a lot of people would be watching it until 10 and it would give them enough time to sleep to have a good night sleep.
Gladys Monroy
I think that MTV is a good channel to watch it's very intertaining and it's a lot of people actually watch it, mainly ages 13-20 possibly older. MTV has a lot of realitly shows, some arn't even good shows but they're so addicting to watch for example Jersey shore, all they do is get drunk and go clubbing. There's no point in watching that but yet so many teens today watch it. Before, MTV was actually all about music and artist it changed because now it's about reality shows, the channel that really does have music videos would be BET. I don't think MTV is heading the "right direction" because, the shows it has don't make sence most grown ups find it dumb to watch so most viewers don't really find a point in the reality shows it has.
ReplyDeleteIf I was the CEO of MTV I would take away most reality shows that don't make sence and put more like flava flav type of shows, I would put shows that talk about artist more, and they're personal lifes kinda similar to a paparatzi. I would also, put more music videos I would put music videos so that MTV can actually be the first place to see them. I think viewers are interested in something exciting so possibly i'd put reality game shows, where maybe artist get paid to play and at the same time MTV would get money because they're playing in the show and channel.
Jamie
I think MTV refocusing their brand is a great idea. Considering their past, with instead of “Jersey Shore”, “Teen Mom” and now “Skins” as their regular shows, it used to be just music videos. But now they have multiple music video channels and YouTube, so why even bother? I feel like it would just be a waste of time to air things that the people will not watch. They need to satisfy the customer, so if they have to have a full week of Jersey Shore re-runs, they’ll do it. I do feel like MTV is heading in the right direction because since they are constantly changing their band to help suit the consumer and make themselves look good as well. Whether it’s dealing with what shows are aired which days or what commercials the use, from what I see, I feel like they’re doing a pretty good job at keeping their name ahead of a lot of other channels.
ReplyDeleteIf I was the CEO of MTV two changes to our “product” would probably be advertising more commercials for things and products teenagers actually want, and then I would take away the music ringtone commercials. I personally find those very annoying and useless, because I really don’t thing people actually buy ringtones for $4 that sound like a monkey. This is what I would do if I was CEO of MTV.
-April Miller
I think that MTV is heading in the right direction because many people still watch MTV and MTV2 but MTV has not changed that much because they still do play music just not all the time and the new shows that they are coming out with are good shows but sometimes it does not catch the attention of its viewers . MTV is mostly just shows and other stuff but it rarely shows any music or music video unlike MTV2 which shows a bit more music videos and music and the shows in MTV2 are more interesting and better than the shows in MTV2. MTV is still doing good with its show like jersey shore which a lot of people watch and talk about and if it continues to make shows like that it will became what it will be before they changed it.
ReplyDeleteOne of the changes I would do if I where CEO of MTV would be to bring back the music because music is one of the reasons MTV is called MTV. MTV needs more music because that’s what it’s about music, I would not change it all to music I would just add some music because the way it’s going is fine. Another thing I would change are show like jersey shore. Personally I think they are making to many shows like jersey shore one is great, two is fine, but three is just too much. They are trying to make a lot of the new shows a lot like jersey shore but if they do that It will get boring and nobody will like it because it will be to common and then they’ll just stop watching MTV. That’s what I would change if I where CEO of MTV.
I think that this is a great new start for MTV. The are finally taking a huge step in changeing what we are watching. Before it was mainly music videos and My playlist or even a famous musicians playlist plus all of these other shows that i don't like. They are giving their viewers more variety in what teens really want. With this change I know that they will get more viwers.
ReplyDeleteMy idea for MTV would be having a talk show and let a musician be a host. We could let people call in and request songs. And while we have breaks instead of commercials we could have videos. If someone were in the audiance we could have special prizes for them. Another idea would be having an online requsting wall people could go online and request songs or write comments about songs they like or don't like. I think this idea would let us see what our viewers want and don't want.
Erika Nelson
When I was at twain middle school, I remember all the T.V shows they would be talking about would be on MTV. One of the biggest shows they talked about was the MTV music awards. YouTube has been capturing such a large audience because it provides a lot of variety for shows you watch. However I still think MTV still has a shot because there are those who are very traditional and love sticking to the T.V. Also, shows like jersey shore has been getting a lot of positive responses, therefore I think it is satisfying the needs and wants of the audience.
ReplyDeleteAs CEO, I would like to give the audience some more variety. Since MTV is bringing back music videos, I would find videos of new upcoming artists all around the world. This way if the artist were to get discovered and signed, MTV would receive some credit. Also, to add some more comedy in the show, we should have a talk show. We can interact with more audience members and artists who want to be featured on the show can get more publicity. Artists could have like a meet and greet sort of thing.
-Alex Wong
My thoughts about the MTV brand are that they are succeeding. MTV has changed its look; its logo is different from how it was a couple years ago to how it looks now. I think that MTV is heading in the right direction. Because they have so many good shows that everybody watched like I Used To Be Fat, Jersey Shore, and Teen Mom 2. On Facebook, My friends always talk about they can’t wait to see the new Jersey Shore. They also have this new show called Skins, I haven’t seen it but from feedback I hear that it is good, and some say that it’s stupid. I guess you can say that they provide a product for satisfying needs and wants to the audience.
ReplyDeleteIf I was CEO of MTV I would bring shows back. Some of the shows that they show on MTV are boring and I want viewers to watch more of MTV then TLC, and VH1. I would make sure to put music countdowns and music videos on my business. I would be sure to put the shows, Real World, Bevis and Butthead, Pimp My Ride, and Behind The Music. Those are all known shows that everybody wants back and misses. If we bring those shows back I guarantee that people will watch MTV more.
- Karla Sandoval
I think MTV may be big in the summer but not over the whole year. Unless they come out with shows worth watching. The videos are good. I enjoy watching them or leaving the tv on MTV JAMS. I think they do have a good start though. believe it fits customers needs and wants.
ReplyDeleteIf i waas the CEO, I would make something where people use facebook, twitter, or text a request to play a song or show. I would also only show shows that have point, unlike some. I would even sell video ringtones since they show videos. I would alsoo promote games.
My thought on the MTV logo changing is that I truly could care less. About what logo it is doing now I mean nobody is watching MTV to see if the logo is cool they are watching to see if the show is worth watching. I’m saying this because it’s true nobody really gives a two cents if you change your loge. Don’t get me wrong I like MTV but who cares if they change their logo I don’t watch MTV to see their loge I watch it for the shows. Over all I think MTV should be more worried about what they show on their show than the logo.
ReplyDeleteIf I was a CEO at MTV I would not keep on changing my blanking logo all the time. It is a waste of money and time I would be more focus on what I can do to draw in more people to watch my channel. I think if MTV put more time in to make their channel better than in to a logo they would have more watchers on their channel. So if I was CEO that’s one thing I would change about my company to make it better for everyone. Just my opinion you can like or not I truly don’t care. Tenacia Chappell
The MTV brand was very popular in the past and I think that it still is today. The MTV brand is very popular where ever you go. MTV wasn’t only about music videos; it was about teenagers and what happens in their lives. The MTV brand has changed over the years by making shows like Teen Mom, My life as Liz, True Life, etc. These shows are to entertain teenagers and make them realize that these real life events can happen in their lives. I think MTV is heading the right way, because it can make MTV even bigger than ever. I think they are providing a product to satisfy the target market, because I believe that the target market is teenagers and MTV is showing shows about teenagers and their lives.
ReplyDeleteThe changes I would make to the MTV brand if I was the CEO, I would add more music videos that are at the top of the list today. Another change I would make is have more TV shows about teenagers. The first change about adding more music videos, is because teenagers are into music and by adding a show or during commercials about the top music videos would be good so teenagers can see what song is a big hit and buy the song or the CD. The other change about having more TV shows about teenagers, is because by adding more TV shows about them would bring more viewers to the channel.
Anna Vallejo
My thoughts on MTV is that it was all about music back then like if you turn to the channel music videos will be playing . But now they is a separate music channel of MTV called MTV Jams all they do is play music all day. I think MTV has change a lot but in a good way like in over they years they made more MTV channels like MTV2 and also made more shows that are mostly reality shows. I think they are heading in a good direction since more people are started to watch MTV since shows like Jersey shore and Teen Mom. MTV is satisfying their audience since people now a days like drama so if they want to watch a show with drama they can just turn to MTV and watch something like Jersey Shore.
ReplyDeleteIf I was CEO of MTV I would bring back one show that’s people like but I will make a voting poll to see which show they want back and then bring it back and make new episodes . Also I would change the logo to something better with more artistic work. And I will let fans give me ideas how to make MTV better since its all about what the viewers want.
-Rene Romero
MTV is worth watching because viewer like the entertainment that MTV offers. And through the year MTV has change they show sucker free and mostly reality show. I also think MTV is heading the right direction because it popular show that viewer enjoy ,the drama an excitement .MTV try to keep up with the viewer rating on how good MTV is .
ReplyDeleteIf I was COE I would I take some of the stupid reality show off and replace them with more comedy .And make the less commercials so people can enjoy there favorite shows .I also would make MTV more creative by design better theme for the MTV log
Idalia