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| Tekijä: | Tungate, M. |
| Otsikko: | MTV's survival strategy |
| Lehti: | Strategies Europe
2001 : MAY, 8, p. 54-55 |
| Asiasana: | MUSIC STRATEGY YOUTH CULTURE TELEVISION INDUSTRY |
| Kieli: | eng |
| Tiivistelmä: | The author answers the question if European youth does exist and states that the music channel has retained its grip on the youth audience by recognizing differences among its target markets. Then the author considers an image for each channel and counts the MTV's main rivals. Then the author considers MTV's future strategy saying that it is the UK that points out the way to it. There, the channel has diversified across the digital platform, breaking itself up into highly targeted strands: the non-commercial service MTV2, the dance channel MTV Base, MTV Extra, VH1for thirtysomething viewers and VH1 Classic for an even older demographic. |
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