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Marketing Strategy at MTV - Article Example

Summary

This article summarizes the observation of market targeting decisionmaking and related business affairs at MTV. The aim of the document "Marketing Strategy at MTV" is to review the article "MTV Strives to Keep Up With Young Viewers" written by Stuart Eliott. …

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Subject: Marketing
Type: Article
Level: College
Pages: 1 (250 words)
Downloads: 2
Author: catalinasauer

Extract of sample "Marketing Strategy at MTV"

MTV does not actually target Generation X (1965 to 1979) since 2009 after observing a decline in viewership and subsequently in revenues. MTV, therefore, introduced new TV shows, reality programs and series such as ‘Jersey Shore’, ‘16 and Pregnant’, ‘Teen Mom’, ‘My Life as Liz’, ‘The Hard Times of RJ Berger’ and ‘Skins’ for the younger consumers to enhance viewership, relationships with advertisers and financial revenues from advertising and sponsorships.

The popularity of teenage singer (16 years) Justin Bieber has compelled MTV to sponsor his programs for enhancing its reach among teens with unique tastes and preferences while having stable buying power and income. However, exposure of eroticism and sexual content in ‘Skins’ also adversely impacted MTV because its advertising partners do not endorse such vulgarity and consider that act against their Code of Conduct. For instance, the audience also declined by 50%, thereby validating that negative entertainment is not acceptable at all.

In conclusion, MTV has once again increased its viewership because of its innovation and differentiation strategies, thereby enabling TV channel to enhance stakeholders’ inclination towards MTV.

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