MTV Networks: National MTV Survey

Shackleton Spain

Entry Information

Category: Publishing/Entertainment
Country where program ran: Spain
Date program started/ended: August 21, 2010 through September 16, 2010

Product Description: MTV has been a pay-per-view music channel until September 2010, when it changed its status to free-broadcast channel (FTA) and included new contents that go beyond music, becoming an entertainment channel for young people.

Advertiser/Client Name: MTV Networks
Media Channels:
Alternative/Insert Media:
Print
TV/Video/Radio
Website: http://www.judgingishard.com/campana/echo/encuesta

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.