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Broadcasters’ social-media strategies:MTVAnalysisEmma Jones• MTV has been at the forefront of using social media in broadcasting, incorporating itinto both its TV programming <strong>and</strong> online products as part of a strong focus on digitalactivity.• The network’s adoption of social media is designed to help it connect with its youngaudience, a large proportion of which use social networks regularly <strong>and</strong> want tointeract with their favorite shows. The broadcaster also sees social media as anopportunity to build new revenue streams.• MTV is active on numerous social networks including Facebook, Twitter, Tumblr <strong>and</strong>MySpace. It has also experimented with social-TV startups such as GetGlue, IntoNow<strong>and</strong> Starling TV. Some of these startups are incorporated into its second-screen app,WatchWith, which is designed to engage viewers on companion connected deviceswhile they watch MTV programs on the main TV screen.• A strong br<strong>and</strong> image <strong>and</strong> prominent social-media presence give MTV significantleverage for its shows. It is the fifth-most-popular br<strong>and</strong> on Facebook in terms of “likes,”with 28 million in October 2011. Higher ratings boost advertising revenues, <strong>and</strong> theadvertising <strong>and</strong> sponsorship opportunities on the WatchWith app provide additionalways for MTV to generate income from its social-media activity.• The network’s music products face competition from alternative music-televisiondistribution platforms, though, including online-video sites such as YouTube. And thesocial-networking activity around MTV’s entertainment programming by the shows’talent or fans can result in spoilers for viewers in countries where content is aired later,or damage the network’s reputation.OverviewMTV Networks, the flagship br<strong>and</strong> of the Viacom channel group, first sought to drive socialmediainteraction with its programming seven or eight years ago by encouraging SMSparticipation. Since then, it has launched numerous social-media initiatives to ensure that itkeeps pace with the changing habits of its young audience <strong>and</strong> has developed a strong digitalorientedculture throughout the br<strong>and</strong>.Responding to significant Internet competition in the music industry, MTV made a consciouseffort to ensure that its music products were supported online. MTV uses social media toprovide viewers with a deeper fan experience, offering exclusive content about artists <strong>and</strong>real-time information, as well as facilitating discussions via its digital-music platforms suchas Music Meter.In 2010, in advance of its 30th anniversary this year, MTV removed the “Music Television”logo from its tagline. The move was made to represent the network’s increasing investment inentertainment programming other than music, such as reality TV. Reality TV <strong>and</strong> live eventsare particularly well suited to social media because of the significant buzz <strong>and</strong> discussionsthey can generate around the events. MTV has seized this opportunity, using social networkssuch as Facebook, Twitter <strong>and</strong> Tumblr to promote shows <strong>and</strong> provide interactive experiencesfor viewers.The MTV “WatchWith” application for desktop, iPad <strong>and</strong> iPhone is the network’s attemptto ensure that it is reaching its younger audience, which is increasingly using secondscreens while watching TV. Integrating social-networking sites, the app gives users real-timeinformation related to the TV program, a move designed to complement rather than distractfrom the main viewing experience.Strategic goalsKeeping up with the ‘millennial’ generationAs a youth-focused network, MTV views social media as a fundamental tool in reaching itstarget audience of “millennials” – a generation that, among other things, has grown up withthe Internet <strong>and</strong> other digital media <strong>and</strong> communication technologies. Also labeled the MTVGeneration, these young viewers are the most active <strong>and</strong> engaged on social networks, withwww.informatm.com © 2011 Informa Telecoms & Media 15