1. I Want My MTV Marketing from the Beginning…Continuing the Reinvention

2. The Issues 1981 – first all music channel; grown to 342 million HH in 140 countries by 2001. Star making vehicle and cultural icon How should MTV be positioned in the context of its broader sister stations – VH1 and MTV2? Can MTV continue its position of power?

3. The Background August 2, 1981 debut “Video Killed the Radio Star” by The Buggles VJ concept – “with you” – celebrity status Content from record companies – 250 videos to start and skepticism. MTV made stars from marginal artists Billy Idol and Adam Ant

4. Ad Campaign Raises Awareness “I Want My MTV” raised awareness from 20% to 89% with contests and promotions Mainstream artists videos – Michael Jackson, Madonna. Production costs for video and importance of image sky rockets Competition: Friday Night Videos, Night Flight, Cable Music Channel – creates VH1 for R&B, Country and Adult Contemporary Bought by Viacom in 1985.

5. Changing the Format Ratings decline 1985-1986. Addressed it with long format programming. –120 Minutes (1986) – progressive & alternative music –Headbanger’s Ball (1987) –Yo! MTV Raps (1988) –Unplugged (1989) –House of Style, Real World (1992), Beavis & Butthead (1993)

6. Image Crisis 1996 ratings stayed low Grunge genre and gangsta rap was falling out of favor – where would the music replacement come from?? Criticized for non music content; added 6 hrs/week; created MTV2 for videos Addressed two audiences: new viewers and older viewers

7. Image Crisis Total Request Live – teen bands (Brittany Spears, NSYNC, Backstreet Boys, Limp Bizkit). Big among 12-17 crowd. 1997 – 2000 rating surge 12-17 females and 18-24 females Jackass, MTV Cribs, Tom Green Show and The Osbournes (6 million viewers – all ratings leader) MTV Online

8. The Challenge How does MTV remain relevant to the core audience of young consumers? What is the MTV brand image? How valuable are the brand associations? What is the role of music? More “M”? What is the role of the Internet considering the audience? How does VH1 and MTV2 affect brand equity?