1. Public Relations Plan
Completed By:
Lindsay Garfinkle
Elizabeth Hanna
Nimit Mehta
Katherine Moreno
Back!

2. Objective
MTV Facts
Target Audience
Target Audience Profiles
Ebony
Veronica
Timothy
Monica
Rob
Overall Business Objectives
Specific public relations and advertising objectives
Specific public relations and advertising objectives (Cont.)
SWOT Analysis
Strengths
Strengths (Cont.)
True Life Featurette
Weaknesses and Opportunities
Threats
Problems and Opportunities
Problems- Jersey Shore
Problems (Cont.) Jersey Shore
Problems (Cont.) Teen Mom
Opportunities
Opportunities (Coachella)
Opportunities (Coachella Cont.)
Coachella Benefits to MTV
Coachella/MTV Advertising Example
Electric Zoo
Electric Zoo Sponsors
Electric Zoo- DMA
Electric Zoo-Go Green Efforts
Product/Service
Price
Customer Acquisition/Retention
Distribution
Quality and Customer Service
Public Relations Advertising and Objective Techniques
Budget Estimate
Implementation Time Table
Conclusions and Recommendations
Press Release and Appendix
Table of Contents

3. Public Relations Plan Objective
Why Rebrand?
If MTV stands for Music Television, why has the music aspect of this well-
known network become recently overshadowed by the reality TV shows such
as Jersey Shore and Teen Mom? Yes, these shows make MTV popular
amongst some viewers, but have the reality TV shows and the people on the
shows gotten more attention than the network itself? What happened to
focusing on music artists and actors/actresses who actually possess a level of
respectable talent? Can we devise a plan that will fix MTV's tarnished image
(due to the trashy reputations of shows like Jersey Shore) and restore its
respected image that once represented music, youth, and diversity?
Yes we can…

4. MTV Facts
-Over 32 million people in the United States watch MTV at least once a week
-8.5 million teenagers watch MTV at least once a day
-Teenagers represent MTV’s main source of revenue
-The American market represents 80% of MTV’s revenue
-On average, teenagers in American spend 100 billion dollars of their earning each year
-The parents of teenagers spend 50 billion dollars on top of the 100 billion spend by their children
-MTV’s parent company is Viacom
-Viacom also owns networks such as Nickelodeon, Country Music Television, Comedy Central, and VH1
-MTV is Viacom’s most profitable network
Therefore…
Jones, Chris. "The Narrow Road." The Narrow Road. N.p., n.d. Web. 06 Dec. 2012.
Cast of MTV’s TV series ―Skins‖

5. Who is MTV’s current target audience?
-12-34 year olds (Jones)
-Due to reality television shows like Teen Mom and Jersey shore, the 18-34 year old age group
grew by 39% after these shows first appeared (Flamm)
What does this mean?
-According to an article ―MTV gets its groove back‖ posted in 2011:
-Judy Mc Grath, CEO of MTV networks and one of the channel’s early architects ―We know the
audience we serve, shows that appeal to young people—not their parents (referring to the
controversial show ―Skins‖ which portrays young teens on a show filled with sex and drug use—
is what it's about‖ (Flamm)
Basically…
-This means MTV currently has the attention of it’s most valuable target
audience
America’s youth (also known as the ) )
Flamm, Matthew. "Crain's New York Business." Latest from Crains New York Business. N.p., n.d. Web. 03 Dec. 2012. <http://www.crainsnewyork.com/article/20110123/FREE/301239975>.
Jones, Chris. "The Narrow Road." The Narrow Road. N.p., n.d. Web. 06 Dec. 2012.

6. But lets ask the Millennials
themselves about rebranding…

7. …Music, youth and diversity?
By rebranding, who are we trying to appeal to?
African American President for two presidential terms…times are changing and America’s youth is
too…
Meet Ebony (age 22),
Fashion Blogger, Fashion Institute of
Technology Student, Aspiring fashion designer
and was recently featured on Teenvogue.com
for her Blog ―The Fashion Key‖. Do you think
she is going to relate to Jersey Shore and Teen
Mom? NO.
Just one perfect example of todays
respectable, ambitious youth
She thinks
NEEDS A
MAKEOVER!

8. Meet Veronica (age 26)…
Creator of the blog Veesaidshesaid, Miami resident, lives with
her professional photographer boyfriend, yoga instructor, and
huge Justin Bieber fan. She wants something she can watch
that is as individual and creative as she is. Her world is so
spontaneous, that reality television is lame in comparison to
her everyday lifestyle
BORES MEEEEE!

9. Meet Timothy (age 23)…
New York City night life club kid, part
time cashier at Diesel 5th Avenue, and
aspiring singer/song writer/musician.
Anything that happens on reality
television is nothing in comparison to
things he witnesses in New York City
every night. He needs something new
to excite him. He wants less reality
TV and more of the thing that he’s
most compassionate about…MUSIC
and nightlife
GIMME MY
BAAAAAACK!

10. Meet Monica (age 25)…
Party girl, Fashion showroom employee in Los
Angeles, frequent concert goer, and loves to mingle in
LA every other night. The last thing she is doing is
sitting at home watching television. MTV needs to find a
way to connect with her other than through television
SHE WANTS THE OLD
BACK! (no Snookie)

11. And Finally, Meet Rob (Age 32)
Slightly older than the other
target audience members.
Retail Manager in New York
City and former Florida
resident. Could relate to the
old (80’s-90’s era) MTV
better (TRL). Would love to
see MTV revamp and end
the reality televisions
phenomenon
YOU REPLACED
WITH WHAT!?

12. Overall Business Objectives
-To gain new viewers with new and old
programs that are not reality television shows
-To connect with a fan base (target audience)
that can be defined as today’s youth (as seen
in the previous slides)
-To find new ways to creatively educate the
future through our programs
-To give respect to musicians of all kinds by
provided them a decent foundation which is
the MTV network

13. Specific Public Relations and
Advertising Objectives
Continuing with their recent stream of music-related announcements,
MTV also decided to revive the alternative music-based show ―120
Minutes‖. Previously featuring the likes of Nirvana, Foo Fighters, Weezer,
and more, the show had a large following and influence during one of
alternative rock’s best times. Also returning will be VJ Matt Pinfield as
host. With a weekly online show, and yet no return to the primary channel
(it will be shown monthly on MTV2), it seems MTV is focusing on
creating more music-related content, outside of the standard pop, in their
online presence.
http://www.mtvhive.com/category/videos/120-minutes/

14. -To reconnect with their Target Audience
-To gain back the respect of advertisers they have lost and others they wish to
gain
-To maintain their high ratings without offending any viewers ethnicity, race,
religion, and/or orientation
-To showcase the talents of America’s youth
To increase their online audience
To showcase upcoming, aspiring musicians
-To stray away from reality television and replace it with television shows that
not only entertain but also educate
To become associated (w/ MTV logos) with associations such as Coachella
and Electric Zoo
Specific Public Relations and
Advertising Objectives (Cont.)

15. Situation/SWOT
Analysis
BACK!
B B B BACK!

16. Strengths
MTV dominates the young adult population due to its association
to pop culture (Music, films, fashion, and other forms of
entertainment such as award shows).
Has ―appeal‖ to advertisers that support the station and make it
successful.
For example, during VMA’s (video music awards) companies
such as PepsiCo and Ford jump at the opportunity to get the
largest commercial slots.
MTV is a launch pad for thriving artists.
Once they are on MTV they can represent the top successful
artists of the time.
MTV is an expanding network, opening up to locations such as
India and China and adapting to their cultural and regional
differences.
MTV has tremendous support for social and political
issues, which strengthen and influence its viewers to take a stand
for what they feel is right in and for the world.

17. Strengths (Cont.)
Part of MTV’s rebranding efforts should be to work with what they have already created, but emphasize on the fact that some
of their programs that already exist can provide a greater sense of education and connection with the viewers than newer
television shows (Teen Mom and Jersey Shore)
For example:
TRUE LIFE
A documentary series that starting airing on MTV since 1998 True life provides a unique
approach to educating the public through real-life examples of people they feature on the show
Every episode features different people of genders, race, orientation, religion (sometimes), and
even in different countries
A young viewer will be able to relate more to these people featured on True Life rather than
people who they see regularly in the tabloids
A young viewer can not only learn, but be comforted by the fact that someone on the show may
be going through the same thing in their lives considering so many different life scenarios are
shown
For Example:
Meet Alyssa
http://en.wikipedia.org/wiki/True_Life

18. Alyssa: True Life featurette
“I have Tourette's syndrome”
(Aired 2006)
http://www.youtube.com/watch?v=uteI0mUNFUI
(Link above) Small taped portion of Alyssa’s video
―Alyssa, 16, suffers from a severe case of Tourette's that causes her to flail her body uncontrollably and shout both
words and inaudible shrieks randomly. She has an otherwise great personality and plenty of friends, but when
frustrated, she often lashes out, especially at her grandmother, with whom she lives. When Alyssa's doctor
recommends an experimental brain surgery that places electrodes in her brain and a generator in her pelvic region in
order to improve her Tourette's symptoms by 70 percent, she opts to undergo the procedure. She's completely
confident that the surgery worked, but two months later, she hasn't seen any changes. Fortunately, as her attitude
becomes more positive, her relationship with her grandmother improves and Alyssa decides to be more
independent‖(Source 2).
Alyssa’s episode is one of the most infamous because he behavior was so outrageous.
However, the point of the episode wasn’t to make fun of her, but to enlighten viewers and show people who may
have Tourette’s Syndrome that they are not alone
Other True Life Episodes include:
―I am getting a divorce‖
―I have an embarrassing habit‖
―I’m coming out‖
―I live a secret life on the internet‖
―I’m addicted to Heroin‖
http://www.mtv.com/shows/truelife/series.jhtm
2-http://www.mtv.com/shows/truelife/episode.jhtml?episodeID=109377#moreinfo

19. Weaknesses & Opportunities
Weaknesses
MTV tends to cater to ―instant fleeting on-demand interests,‖ which means MTV will
lose its ranking because there are other wants and needs its viewers have.
Through advertising, branding, and cultural contexts, MTV comes across problems
reaching local audiences due to the cultural misunderstandings.
Opportunities
MTV can merge into the Internet and Mobile markets to gain a higher distribution of
their products. By doing this MTV will open up its viewing demands and experiences.
Globalization plays a major role in MTV’s international deals with India, China, and
Brazil. By expanding its market to these places MTV has also grown in the marketing
and advertising revenue fields.
MTV can also sponsor popular concerts in the United States such as Coachella, who
has the same target audience as MTV

20. Threats
-The emerging digital cable and other substitute
platforms.
-Due to the high interest of Pop Culture MTV takes
a lot of risks and makes a lot of changes to the
network.
-Digital platforms are beginning to offer alternative
network programs through other channels.
-Other networks are trying to one up MTV by
taking on some of MTV’s biggest advertising
investors.
-The target market of MTV is getting older so as a
result MTV will have to expect a new generation
with new likes and wants from the network.

21. Problems and Opportunities

22. Problems
Jersey Shore
―As a nation, we have viewed the progressive degradation of reality shows, which now feature cast
members seemingly willing to undergo any humiliation to secure their 15 minutes of fame‖
―MTV is exploiting bad behavior for shock value and ratings‖- Elissa Ruffino, Contact for the National
Italian American Foundation
―Any parent allowing a young child, or even teenager, to watch ―Jersey Shore‖ at this point, with no
sense of what they’ll see, has either been living under a rock or is totally unaware of pop culture.‖
(Huff)
-Many New Jersey residents hate ―Jersey Shore,‖ claiming it gives the Garden State a bad image.(Ruffino)
-Projects negative stereotyping regarding Italian Americans (Ruffino)
-―Jersey Shore‖ accounted for 47% of the disparaging remarks and 59% of the sexual references in the four shows
on MTV (When compared to Teen Mom 2, 16 and Pregnant, and The Real World) (Huff)
-To take what Jennifer (JWoww) Farley, Nicole (Snooki) Polizzi or Mike (The Situation) Sorrentino seriously
would be a huge mistake (Huff)
-For the first time in over a year, MTV has shown dramatic weekly ratings improvement (posted on November
2, 2012, only after the Jersey Shore show was announced discontinued back in August 2012) (Anne)
Ruffino, Elissa. "NIAF News Releases." NIAF News Releases. N.p., n.d. Web. 30 Nov. 2012. <http://www.niaf.org/news/index.asp?id=699>.
Huff, Richard. "Parents Group Says MTV's Filled with Demeaning Dialogue ." New York Daily News. N.p., 7 Dec. 2011. Web. 30 Nov. 2012. <http://articles.nydailynews.com/2011-12-
07/news/30488089_1_jersey-shore-polizzi-teen-mom>.
Anne, Rachel. "Nickelodeon and MTV Celebrate Weekly Ratings Gain for First Time in over a Year." Nickelodeon and MTV Celebrate Weekly Ratings Gain for First Time in over a Year.
N.p., 22 Nov. 2012. Web. 30 Nov. 2012. <http://www.tvrage.com/news/3503/nickelodeon-and-mtv-celebrate-weekly-ratings-gain-for-first-time-in-over-a-year>.

23. Problems
Jersey Shore (Cont.)
Lost Advertisers
Jersey Shore reality television show the blame for diminishing advertisers for MTV
(Ruffino)
Companies that have ―Ran from the shore (Jersey Shore)‖:
Dell: Will 'block' their commercials from running in future episodes of the
show, claiming they don't 'condone or support ethnic bashing in any form.'" (Nittle)
Domino’s Pizza (Du Pre)
American Family Insurance (Du Pre)
Abercrombie and Fitch: ―The company said it would offer "substantial payment" to
MTV's The Jersey Shore's cast members to stop wearing the brand on air‖ (Coleman)
Ruffino, Elissa. "NIAF News Releases." NIAF News Releases. N.p., n.d. Web. 30 Nov. 2012. <http://www.niaf.org/news/index.asp?id=699>.
Du Pre, Jolie. "MTV's Jersey Shore: Advertisers Run Scared While the Show Continues to Be a Hit." Yahoo! Contributor Network. N.p., 10 Dec. 2009. Web. 30 Nov. 2012.
<http://voices.yahoo.com/mtvs-jersey-shore-advertisers-run-scared-while-the-5050184.html>.
Coleman, Leight R. "CP Living." Christian Post. N.p., 23 Aug. 2011. Web. 30 Nov. 2012. <http://www.christianpost.com/news/talk-show-host-and-others-say-jersey-shore-is-killing-our-kids-
54396/>.

24. Problems (Continued)
Negative influence on future generations (especially females)
Featuring: The Parents Television Council (PTC)
“Violence against women. Ethnic stereotyping. Anti-Italian slurs” (Nittle)
-24% of what females said about themselves on those shows was positive
Positive dialogue among females focused on:
-Their appearance
-Sense of accomplishment
-Emotional resilience
-―Women tended to talk about sex acts more than men, mentioned body parts more than men, and
talked about intercourse more than men‖
-―Compared to men, women were far more degrading to themselves and other females.‖ -PTC
president: Tim Winter
"I do have a master's degree, so a person like me is rather annoyed with a show like that because I went
to college, you know, to better myself, and then these idiots come out and make Italians look bad,"
Behar said. "It's awful. They should go to Firenze and Rome and Milano and see what Italians really
did in this world. It's irritating.―-Joy Behar of ABC talk show "The View― (Nittle)
Huff, Richard. "Parents Group Says MTV's Filled with Demeaning Dialogue ." New York Daily News. N.p., 7 Dec. 2011. Web. 30 Nov. 2012. <http://articles.nydailynews.com/2011-12-
07/news/30488089_1_jersey-shore-polizzi-teen-mom>.
Nittle, Nadra Kareem. "Public Outcry Against “ Jersey Shore” Grows." About.com Race Relations. N.p., 23 Dec. 2009. Web. 30 Nov. 2012.
<http://racerelations.about.com/b/2009/12/23/public-outcry-against-jersey-shore-continues.htm>.

25. Problems (Continued)
Overpaid Bad Role-Models
TEEN MOM
Reality stars are overly paid and giving off a
negative image to young teens
―Jenelle gets paid $75,000 a year and her mom
gets paid $65,000: she calls her an overpaid
babysitter,‖ a source tells Star of the
unemployed reality star. ―She also gets a lot of
gift cards to places like The Olive Garden
from MTV as a bonus payment."
Yes, Teen Mom can be a lesson to the youth
NOT to get pregnant, but at the very least.
Jenelle is always in the tabloids due to
misbehaving boyfriends and drugs.
Radar Online. 12 May 2012
http://starcasm.net/archives/158568

26. Opportunities

27. Coachella Festival
Coachella, California
2012: the festival brought in $254 Million
to the Coachella valley
Held over two weekends in April
Included artists such as:
The Black Keys
Swedish House Mafia,
Pulp, Refused
Arctic Monkeys
Mazzy Star
Afrojack
Explosions in the Sky
M83
Amon Tobin,
Cat Power
Madness
Jimmy Cliff & Tim Armstrong
GIRLS
The Rapture
Madeon
M.Ward
The Horrors
Frank Ocean
James
Alesso
Datsik
Yuck
Neon Indian
Dawes
The Black Angels
Death Grips
Wu Lyf
Breakbot
Atari Teenage Riot
Feed Me
Givers
Other Lives
Band of Skulls
R3hab
Wolf Gang
The Midnight Beast
EMA, etc.
Haylie Duff and Lauren Conrad at Coachella
"Coachooser 2012." Coachella. N.p., n.d. Web. 30 Nov. 2012. <http://www.coachella.com/lineup>
Coachella is one of the biggest festivals in the
USA, with the biggest names in music travelling to
the desert to perform at the festival

28. Current Coachella Sponsors
(and some celebrity sightings)
H&M
Heineken
Hyundai
Musicians Institute
Statefarm
Playstation
Redbull
Music Unlimited
T-Mobile
"Sponsors." Coachella. N.p., n.d. Web. 30 Nov. 2012. <http://www.coachella.com/festival-info/sponsors>
Vanessa Hutchens, Emma Watson, and Katy Perry at Coachella

29. How will this benefit MTV?
-MTV can become the main sponsor for Coachella
Assets to doing so include:
-MTV logos on Coachella merchandise
-Positive Recognition for the network
-MTV VJ’s interviewing concert goers but also celebrities attending such as
Vanessa Hutchens, Kristen Dunst, Alessandra Ambrosia and MANY more
-Yes, this will cost MTV money, but it will be worthwhile in regards to mending MTV’s
reputation by:
-Connecting with their fan base (modern day youth)
-Promote the musically artistic side of MTV by being linked to
today’s most popular artists performing at Coachella
-Also, as listed in the previous slide, if MTV were to become a sponsor, it would be the only
major television network to do so
"Coachella." YouTube. YouTube, n.d. Web. 30 Nov. 2012. <http://www.youtube.com/coachella>
Since Coachella is already greatly affiliated with youtube.com (main
competitor of MTV), MTV must find a way to be part of this huge
event. Therefore…

30. Advertising Example
Coachella/MTV
2013
Front of T-Shirt
SPONSOREDBY
Back of T-Shirt

31. ELECTRIC ZOORandall’s Island Park, New York City
(8/31/12 - 9/2/12)
-First festival took place in 2009
-110,000 people (and increasing each year) attended in 2012
-Electric Zoo has received coveted International Dance Music
Awards nominations in 2010, 2011, and 2012 for "Best Music Event―
-Has received press coverage from major media outlets like
CNN, New York Times, Huffington Post, Village Voice, Time Out
New York, New York Post, DJ Mag, and Ocean Drive, establishing it
as New York City's premier electronic music festival as well as a top
American event
-Each year, the number of performing artists increases
http://en.wikipedia.org/wiki/Electric_Zoo_Festival

32. Current Electric Zoo SponsorsCoors Light:
The World’s Most Refreshing Beer returns to Electric Zoo for the third year in a row! Perfect for cooling off after all-day dancing in the sun, Miller Coors offers a
selection of domestic and imported beers.
Trident:
As the official gum of the Electric Zoo Festival, Trident is the spark that will help liberate even more fun in your festival experience.
Hi-Chew:
Stop by the Hi-Chew airstream to kick back in our lounge and recharge with Hi-Chew fruit chews; the best fruit chew candy out there. It livens you up!
Mobli:
A Supporting Sponsor of the Official After Parties at Best Buy Theater, Mobli is a photo and video-sharing app built to connect awesome content with captive
audiences. Find yours on Mobli!
Virgin Mobile:
Be sure to check out the Virgin Mobile Truck at Electric Zoo. We answer to a higher calling!
BILLY BOY:
Germany’s #1 condom brand has landed in America and returns to Electric Zoo once more. BILLY BOY is proud to be the sponsor of 3D glasses at The Riverside
Tent.
CMJ 2012:
Don’t miss the annual CMJ Music Marathon on October 16-20 in NYC.
ReverbNation:
The world’s largest independent music marketing website, hosted an opportunity for a performance slot at this year’s Electric Zoo, to which over 600 eager DJs
submitted. We’re pleased to announce the winner Julien Loreto who will be opening the Main stage on Friday, August 31st.
SiriusXM:
Live broadcast and artist interviews from Electric Zoo Festival on subscription satellite radio.
SPIN:
Since 1985, SPIN has given the first national exposure to many of history’s most important cutting-edge recording artists, while vividly documenting the culture
surrounding music.
Yelp:
Connects people with great local businesses and community happenings. Visit Yelp.com/nyc to see what’s buzzing in your hood.
Integral Sound:
Custom professional sound systems renowned world-wide for their purity, precision and high performance.
NEO:
Audio cables created by Oyaide.
https://beatsmedia.com/events/electric-zoo-2012-set-times-mobile-app-green-initiatives-sponsors/

33. ELECTRIC ZOO
Like Coachella, MTV can become the main sponsor for Electric Zoo
If MTV starts sponsoring major festivals/concerts such as Coachella and Electric Zoo it can advertise to people
in different demographics who are also in top DMAs such as New York (Electric Zoo) and Coachella (Los
Angeles) which means these areas have the best circulation and most likely the largest populations
http://accessabc.wordpress.com/tag/audience-fax
http://www.tvb.org/media/file/TVB_Market_Profiles_Nielsen_Household_DMA_RANKS.pdf
Rank Designated Market Area (DMA) TV Homes
1 New York 7,387,810 (# of TV homes)
2 Los Angeles 5,569,780
3 Chicago 3,493,480
4 Philadelphia 2,993,370
5 Dallas-Ft. Worth 2,571,310
6 San Francisco-Oak-San Jose 2,506,510
7 Boston (Manchester) 2,379,690
8 Washington, DC (Hagrstwn) 2,360,180
9 Atlanta 2,292,640
10 Houston 2,185,260

34. ELECTRIC ZOO
(Go-Green efforts)
Electric Zoo is also promoting Go-Green Initiatives that will benefit MTV’s image if it becomes the main
sponsor of this festival
Electric Zoo 2012 Green Initiatives:
-Like previous years, Electric Zoo is also proud to include several green initiatives for its fourth edition,
including:
-On-site recycling program for all of the trash.
-50% of on-site generators are running on 100% biodiesel alternative fuel from recycled NYC fryer grease and
the rest are on a B50 blend of 50% biodiesel from recycled NYC fryer grease and 50% diesel.
-All of the site equipment is running on a B30 blend of 30% biodiesel from recycled NYC fryer grease and 70%
diesel.
-No factory farmed meat products are permitted for sale at Electric Zoo.
-All of the food products and beer will be served on compostable ware (including plates, cups, napkins and
utensils).
-Free water will be available from refill stations.
https://beatsmedia.com/events/electric-zoo-2012-set-times-mobile-app-green-initiatives-sponsors/

35. Product/Service
-MTV Networks International is one of the world’s
largest television networks, spanning niche brands
from pre-school to adulthood, including premier
multimedia entertainment brands MTV and
Nickelodeon. MTV brands are seen in more than
495 million households and are presented in 32
languages via 133 locally programmed and operated
TV channels and 138 Web sites. In addition to its TV
products, MTV produces films through MTV Films
in association with Paramount Pictures.
-MTV Networks International is a global media
network with a channel reach of 1.4 billion people.
-MTV Networks, based in New York, is a leading
operator of entertainment cable channels, including
MTV and other niche brands around the world.
MTV. 22 March 2007. 22 November 2012.

36. Price
Current revenue is $1,088,000,000 yearly.
-Ads on TV during their shows, earning a $170 CPM
Merchandising--MTV (and all its associated channels
including NIC, SPK, TVL, CMT, CMC)
Items ranging from $8.99-$59.99
-The cable companies. In order to carry any of the MTV
channels, cable companies need to pay them licensing
fees. Television licensing fees also increased in
2009, returning $1.33 billion, 2.92% higher than in
2008.
-Cable companies pay the company for support for
events and programming, $200 million per year
-Revenues from studio revenues, consumer product
licensing and the distribution of filmed entertainment
through new online and mobile platforms are recorded
as ancillary revenue in the filmed entertainment
segment. In 2009 these revenues accounted for $262
million
Hakes, Jennifer. Google Press. 7 August 2006. http://googlepress.blogspot.com/2006/08/google-and-viacoms-mtv-networks-to-test_07.html. 1 December 2012.
McCracken, Brett. QIDEAS. 2012. http://www.qideas.org/blog/mtv-and-the-future-of-music-media.aspx. 1 December 2012.
Viacom Careers. 2012.
http://seeker.dice.com/jobsearch/servlet/JobSearch?op=101&dockey=xml/c/3/c3f91ed9d72f9515d4cb3fe6d38ad92f@endecaindex&c=1&source=34&CMPID=AG_SH_PD_JS_AV_OG__&utm_source=SimplyHired&utm
_medium=Aggregator&utm_content=Paid&utm_campaign=Advocacy_Ongoing&DFA=1. 1 December 2012.

37. Customer Acquisition
1. Identifies key customer segments
through research (Nielsen)
2. Creates target groups of similar
segments (shows targeted to
tweens, teens, and young adults)
3. Delivers differentiated messages and
experiences (through different
television shows: reality, music
shows, artist interviews, series)
4. Measures the effectiveness and
adjust strategy.
Retention
-Long standing partnerships with
organizations relating to
discrimination, education, environ
ment, political, global and sexual
health organizations
-Pod-busting-breaking up
commercial pods with content
that is almost indistinguishable
from the entertainment
programming
MTV/THINK MTV. 2012.
Carter, Bill. New York Times. 8 May 2008.
I NEED MY
OLD

38. Distribution
-Via satellite, cable, and
terrestrial television
-Google Video
-MTV Website-live streaming shows
- USA MTV.com
- International TVNI.com
-Smart phone applications (increase
hype)
-MTV is Europe’s top distributed channel
-Moving from distribution toward content
production rather than just content
providing.
-Licensing agreements, syndication
deals, joint ventures
McCracken, Brett. QIDEAS. 2012 News Correspondent. Broadband News. 25 September 2012.
Hakes, Jennifer. Google Press. 7 August 2006

39. Quality and Customer Service
-Monitors programming, messages,
symbols, culture, language and
advertisements to ensure quality
requirements
-Ad product testing.
-Exchange of information from Customer
Service, Product Managers and outsource
development teams to verify quality
assurance in all programming.
-Utilize standardized procedures - test plans,
bug tracking, regression testing, automated
testing
Viacom Careers. 2012.
MTV employs a Quality
Assurance team to:

40. Public Relations and Advertising
Objectives Evaluation Techniques
-There was great effort made by MTV to rebrand when the
network decided to stop airing music videos and primarily show
reality programming. Another attempt at rebranding may not be
worth the same effort, given the channel is now viewed by a new
demographic
-Airing music related programs on television may not be in
MTV’s best interest as viewers have kept up with the changes in
technology and do not rely on television much for music needs
-Music videos do not have the same value as they used to during
MTV’s prime time in ’80s and ’90s
Buchanan, Kyle. "How MTV Plans to Resurrect Music Videos (Hint: By Financing Them)." Vulture.
Kit, Zorianna. "MTV's 120 Minutes to Return." Reuters.
Wells, Jett. "Can MTV Return to the Glory Days of Music Videos?" Popeater.

41. Budget Estimate
Cost to sponsor at Coachella and EZOO
$70,000 Direct Sponsor Fees
$2-$10 per promotional item (production cost)
Promo Items: 550,000 (T-shirts sizes XS-XL, hats, key chains, sweatshirts)
Total estimated promo cost $3,300,000
Staff cost 200 people at $100 a day (per festival)
Total staff cost $40,000 for the weekend
At a rate of 0.01% ROI sponsors receive guaranteed 25,000 for co-op advertising
Total Cost for sponsorship-$3,435,000
Coachella FAQ. 2012. http://www.stringcaninteractive.com/blog/5-key-coachella-lessons-learned-from-a-digital-marketing-perspective/. 2012.
Employee, MTV. Yahoo Answers. 2009. http://answers.yahoo.com/question/index?qid=20100514002205AAX8Mpp. 29 November 2012.

42. Implementation Timetable
Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec 2013
Begin Contacting
Coachella Officials
for information
regarding
merchandise
Decrease
airing of
Teen Mom
Begin
Contacting
Ezoo
officials
Ezoo takes
place
Analyze
festival
revenue
Increase
airing of
new True
Life
episodes
Coachella
Takes
Place**
Attempt to
mend
relationship
s w/lost
Sponsors
Promote new
Seasons of True Life
Take Jersey
Shore off
MTV.com
Analyze
ratings
Analyze
ratings
Analyze
ratings
Promote 120
minutes
Promote
120
minutes
Delete MTV
app for
reality TV
MTV Team designs
2013 Coachella Logo
(MTV’s) for merch
Advertises
Coachella
on Apps,
Commerci
als and
Website
MTV Team
designs
2013 Ezoo
log o
(MTV’s)
for Merch
Advertis
es Ezoo
on Apps,
Commer
cials, and
Website
Ezoo
takes
place
Analyze
festival
income
Make
plans/chan
ges for
next years
sponsorshi
ps

43. Conclusions and Recommendations
-By investing heavily in shows such as 120 minutes and True Life, MTV can not only educate the future, but
gain back the respect the public once had for the Network
-By investing heavily and creatively teaming up with festivals like Coachella and Electric Zoo, MTV can gain
attention for it’s own network and at the same time, associate with music
-As time goes on, MTV can explore other Festivals/Concerts that take place in top DMA’s to reach all areas of
the United States
-By deleting Applications that showcase Jersey Shore and Teen Mom, MTV can have a cleaner
image, especially since Jersey Shore was cancelled. It makes no sense to still be promoting a cancelled shows
via internet (mtv.com)
-By having a relatively production cost for merchandise sold at the festivals, MTV can even gain some of their
invested budget back from the merchandise profits

44. Press Release
MTV Makes Efforts To Bring Back The Music
NEW YORK, NY– MTV is prepared to undergo rebranding in efforts to return to its original Music Television
platform through the revival of the show MTV’s 120 Minutes. MTV is also planning on becoming the main sponsor for
music festivals such as Coachella 2013 and Electric Disco Carnival 2013 to re-connect with their target audience
through a music-orientated environment. MTV2’s 120 Minutes with Matt Pinfield, the re-introduction of MTV’s
music series, is set to return to MTV2 as
an on-air monthly series beginning mid summer. Also returning is Matt Pinfield, 120 Minutes’―most beloved
and respected host‖, to provide music fans and MTV2 viewers with a pure look at today’s most noteworthy
alternative and ―indie‖ artists, along with emerging artists whose music span various genres, through exclusive
interviews and music videos.
―I am ecstatic to part of the rebirth of this iconic and influential music series,‖ said Matt Pinfield. ―While the
new show on MTV2 will feature the same dose of progressive music fans of the original 120 Minutes embraced
and loved, we’ll now be expanding outside the alternative music universe to feature a myriad of emerging
artists and sounds from a variety of genres.‖1
New episodes of MTV2’s 120 Minutes with Matt Pinfield will air the last Saturday of every month and will be
available online at 120.MTV2.com. In addition, there will be a bi-weekly two-minute web series also hosted by
Pinfield called 120 Seconds broadcasted exclusively on MTV’s recently launched strictly music website, MTV
Hive. This web series will not only recap 120 minutes but will also show great moments and performances from
many classic 120 Minutes episodes.
According to Amy Doyle, MTV’s Executive Vice President of Music and Talent, ―The original 120 Minutes’ paved
the way for the most exciting bands and artists of the time to forge deep-rooted connections with their fans‖.
―With the show’s re-launch across MTV’s multiple platforms and screens, we’re once again providing
passionate music fans with a weekly and monthly destination to discover, celebrate and connect with the best
established and emerging musical talent of today.‖
MTV.com/press