Introduction MTV began in 1981 with the sole focus on music videos. MTV quickly established itself as one of the premier media stations in American television. MTV started as an offset of Warner Communications and American Express (WASEC), sporting a somewhat messy, three-dimensional ‘M’ logo quite unlike any other. Over the years, MTV have adapted to their audience. With a Viacom takeover in 1985, a shift away from music in 1994, breaking news of the 9/11 tradegdy in 2001 followed by the iconic rise of the Osbournes in 2002, MTV have covered all bases. A powerful, youth-oriented brand, MTV have evolved over the years and now have numerous sister channels and worldwide coverage. Key issues The main issue surrounding MTV is the desire …show more content…
MTV were perceived by many as a ‘cool’ brand and initially began as an all-music channel. MTV first launched in the 80’s as a young, unique, and popular program designed specifically for the under 30years age group, a highly valuable brand association that still remains in 2016 (ADWEEK Critique, 1984). Over the years, MTV have co-evolved with their audience, shifting from a sole music focus to a brand “about all issues associated with pop culture”. MTV have built a strong brand image associated with a “young spirit and free thinking”. In order to remain current in such a rapidly changing society, MTV’s core values should focus on growth, diversity and …show more content…
Nickelodeon was established as “the number-one entertainment brand for kids”, whereas Spike TV is considered “a man’s best friend”. MTVU is the “largest, most comprehensive television network just for college students” and VH1 boasts “exclusive events and live performances”. Compared to other channels, the MTV brand is by far the most diverse, offering a range of viewing opportunities for a range of demographics. In order to completely optimize the MTV brand portfolio, MTV could establish a “family friendly” network, aimed at the modern famil, wherby content would be more educational and suitable for children and