MTV Networks: Now or Never

Shackleton Spain

Entry Information

Category: Publishing/Entertainment
Country where program ran: Spain
Date program started/ended: October 26, 2010

Product Description: MTV was a pay-per-view music channel until September 2010, when it changed to FTA and included new entertainment contents such as "Ahora o Nunca" ("Now or Never") What would you like to do before dying?, a docu-reality show granting 100 wishes that four friends want to fulfill before they die.

Advertiser/Client Name: MTV Networks
Media Channels:
Alternative/Insert Media
Other
Website: http://www.judgingishard.com/campana/echo/nowornever

Strategy

Marketplace challenge:

MTV starts a new stage: for many years it was a pay-per-view music channel, thus with a low penetration among the youth target. It had low communication traffic and was associated only to the music world. In September 2010, it turned into an entertainment channel for young people and its status changed to FTA.