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90% of US viewers aged 18-24 expected to be using social networks by the end of this year,according to digital-marketing outfit e<strong>Market</strong>er (see fig. 1).Fig. 1: US, user penetration of social networks by age, 2009-2013MTV is also looking to capitalize on the trend among younger people of multitasking whilewatching TV, with viewers interacting with friends via a second screen to discuss the contentthey are watching. A study conducted by marketing company Digital Clarity in the UK foundthat 80% of under-25s used a second screen to communicate with friends while watchingTV. MTV’s aim is to capture <strong>and</strong> encourage this behavior, taking part in the discussion topromote its content, gain crucial feedback on its shows <strong>and</strong> enable deeper engagement withits audience.With a target audience of early adopters of new technologies, there is significant pressurefor MTV to identify <strong>and</strong> implement the latest trends. Underst<strong>and</strong>ing that those in its targetdemographic are typically frequent users of a variety of social networks, MTV follows a usercentric“360 degree” strategy, ensuring that its content is available at all times on multipleplatforms to maximize its reach <strong>and</strong> offer interactivity to its tech-savvy viewers. Throughcreating an enhanced experience, MTV hopes viewers will keep watching its content <strong>and</strong>facilitate deep engagement for super fans of its shows.Largely reliant on revenue from advertisers, MTV also sees social media as an opportunityto add more value to its advertisers <strong>and</strong> provide them with new avenues to reach theirtarget audience, such as through second-screen devices. With the advertising market still inrecovery, it remains very competitive, <strong>and</strong> MTV views social media as an important tool fordiversification.But MTV stresses that although it is keen to maximize revenue potential, it does not want it tobe at the expense of the viewers’ experience. Through implementing social-media initiatives,MTV hopes to further strengthen its br<strong>and</strong> <strong>and</strong> maintain its reputation as an innovativecontent provider for the youth demographic. Social media is seen by the network as a key toolin delivering more relevant content to its viewers, building momentum <strong>and</strong> converting casualviewers into heavy-use viewers.Business modelMTV uses multiple platforms to enhance its music services <strong>and</strong> provide leverage for its shows(see fig. 2).www.informatm.com © 2011 Informa Telecoms & Media 16
Fig. 2: Global, summary of MTV social-media activity, Oct-11Social musicMTV has understood the huge influence of the Internet <strong>and</strong> social media on the musicindustry <strong>and</strong> has adapted its business accordingly. In 2010, the broadcaster launched thedigital platform Music Meter, which ranks artists according to the online buzz they receive,accumulating mentions on Twitter, blog posts, streams <strong>and</strong> purchases to reflect the shift inhow people discover music. Updating the Meter daily, the service is designed to satisfy thecraving for real-time information among MTV’s youth audience.In March this year, MTV made the service available on the iPad <strong>and</strong> iPhone, as part of its 360-degree, multiplatform strategy.Further embracing the integration of the Web <strong>and</strong> music, MTV launched the O Music Awards(OMAs) in April to honor digital music with distinctions such as Best Tweet <strong>and</strong> Must FollowArtist on Twitter. Social media was at the heart of the awards show, with MTV encouragingfans to follow events on Facebook <strong>and</strong> Twitter <strong>and</strong> use an online voting system on socialmediasites, accessible via computers <strong>and</strong> mobile devices.www.informatm.com © 2011 Informa Telecoms & Media 17
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