MTV stopped airing music videos as other sources to view them emerged over the years. More people started downloading music online for free and using youtube to watch unlimited music videos, causing difficulty in making business out of music videos to help sell albums for artists. In response to this, MTV received complaints from the 80’s and 90’s kids who missed the old times when MTV just played music videos all day. However, when the music videos were brought back to accommodate this, viewership was very low. Looking at these trends, the major challenge for MTV is to gather the interest of teenagers and young adults to the hundreds of MTV channels available internationally.
Disney–ABC Television Group manages all of The Walt Disney Company’s Disney and ABC-branded television properties. The group includes the ABC Television Network (including ABC Daytime, ABC Entertainment and ABC News divisions), as well as Disney’s 50% stake in A&E Television Networks and its 80% controlling stake in ESPN, Inc.
TBS, Inc. operates worldwide news, entertainment, sports, animation, sitcoms, young adult and kids media networks and related businesses that are leaders in their respective industry segments.
MTV’s classification of audience is reformers as the shows shown on MTV portray social awareness, freedom of restriction, and tolerance of complexity.
Target audiences are teenagers and young adults. MTV shows generally focus on what teenagers might find entertaining in our modern culture. Core MTV audience range from 15 to 34 years of age, covering all walks of life within that group. Typical viewers are youthful, mobile, explorers, adventurers, and unique experience seekers.
The marketing strategy is to attack its old self by saying, “DIE MTV. DIE. THIS IS MY MTV.” It tells the old MTV to die which can be a dramatic approach to any brand. No brand will ever tell itself to die. But by doing this, the brand now represents a new MTV. At first, the poster was going to say “FUCK MTV, THIS IS MY MTV” but the new quote made a more powerful and bold statement while taking out unnecessary profanities. The sketches of the poster shown still reflects the old quote, as seen by the numerous drawings of the word “FUCK”. I do apologize for the presence of this unpleasant word, it is only meant for design purposes. Please do not be offended by it.