Since 1981 MTV has been broadcasting to a young audience. MTV caters to a core audience of people ages 12-to-34. Keeping up with young people isn't easy, a 16 year old 10 or 20 years ago was into vastly different things than the 16 year old of today.
So MTV has embarked on a pretty massive transformation of their brand and image. They've overhauled everything from programming to marketing. They are kissing Generation X goodbye and embracing Generation Y or the "Millennials" as the generation is sometimes called.
Watching music videos on TV is out of date since people can watch them online whenever they want, forcing MTV to make some serious changes. So far the changes are working, ratings are up and life is good.
In their transformation MTV took a good look at their programming and found that shows like "The Hills" were doing solid number but their audience was "aging up." MTV's next generation of viewers was looking for different kinds of reality shows... they wanted shows that were more "authentic" - shows that took them deeper into their own lives, with honest stories that they could relate to.
Thus the down-to-earth "I Used to Be Fat" and "Teen Mom 2." “It’s about understanding this generation and speaking to the truth of what is happening to them,” said one MTV executive.
MTV is also taking a deep look at modern love. Today's youth seems to be "running the bases backwards" - they have sex before they even start dating.
One marketing expert says, “What used to be the rush to the school cafeteria to tell everyone what’s going on has become the rush to text, Facebook and Twitter. It’s the world they live in and, frankly, we live in their world.”
So MTV is trying to live in "your" world... Pushing the envelope with shows like "Skins" which caused an uproar over their highly sexual content. Six advertisers pulled out and distanced themselves from the show, and the audience dropped a whopping 50% between the first and second episodes.
Ooops, new plan not working so good I guess.
MTV keeing things "real" with shows teens can "relate" to, like Jersey Shore.
How is MTV doing? Have you even noticed the overhaul? Does it give you the kind of shows you want to watch? I mean, does Jersey Shore speak to you and your generation? What kind of shows do you wish you could see more of on TV? Tell us in the comments below.
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