2. 2008 – Choose or Lose
What is MTV Doing Here?
• News & Pro-Social: Using the power of MTV to educate &
engage young people in the issues they care about.
• Several “pro-social” initiatives over the years…AIDS
awareness, discrimination, world hunger…
• We heard from our audience: Candidates weren't
speaking to youth at all, or if they were attempting, it
was not done in a language that resonated with young
people.
Soooo….
3. 2008 – Choose or Lose
1992: Launch of Choose or Lose
Our youth-centric election coverage has innovated
every 4 years.
4. 2008 – Choose or Lose
How Will We Innovate in '08?
FORCES BEHIND OUR THINKING:
•Record youth turnouts in 2004 presidential elections
and 2006 congressional elections
•Explosion of new media tools allowing young
people to self-publish and self-organize
5. 2008 – Choose or Lose
1. Real-Time Access to Candidates
• Series of First-Ever, Interactive
single-candidate dialogues
televised and webcast on
MySpace/MTV/mtvU.
• Set New Benchmark for Viewer
Participation with Live
Webcasting, Instant Messaging
and Real-Time Polling.
• First true digital representation
of viewing community.
6. 2008 – Choose or Lose
2. Multi-Media Activist Community
Think.MTV.com
marries top-down
MTV News content
with social networking
and youth-generated
media, and rewards
actions with “badges.”
8. 2008 – Choose or Lose
3. Street Team ‘08
• Partnership with James S. and John L. Knight
Foundation as part of Knight News Challenge
• 51 citizen journalists—one from every state plus
DC—covering youth-related election issues
• Brought to NYC for “journalism boot camp,” and
began reporting in January ’08
• Media for reports are blogs, vlogs and
“traditional” video packages
9. 2008 – Choose or Lose
Street Team ‘08 Distribution
ONLINE:
• ChooseorLose.com, StreetTeam08.com based within
think.mtv.com platform
• “Bubble Up” to MTV.com and MTVNews.com
• AP Online Video Network
MOBILE:
• m.streetteam08.com (dedicated WAP site)
• Verizon Mobile Video Subscriptions (MTV
channel for Verizon Video subscribers)
• Choose or Lose Mediaflo channel (Linear
mobile TV channel)
BROADCAST:
• MTV (Biweekly news package featuring highlights
from several top Street Team stories)
• MTVU & MTV Tr3s
10. 2008 – Choose or Lose
Street Team ‘08 Experiments
JOURNALISM EXPERIMENTS
“Pro/Am” journalism model
TECH EXPERIMENTS
Super Tuesday coverage
11. 2008 – Choose or Lose
Street Team ‘08 Super Tuesday
• Partnered with
Flixwagon & Nokia
• Live, mobile-to-
web broad-
casting from all
23 “Super States”
• Clips turned into
30-second news
hits, airing on MTV
throughout Super
Tuesday
12. 2008 – Choose or Lose
Street Team ‘08 Super Tuesday
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