at the intersection of brands, media and culture

Television killed the video star

In Uncategorized on November 14, 2007 at 7:54 pm

Annuals – Carry Around

It is well documented that MTV lost its way awhile back. They made a strategic shift away from being a Music Television Network to being a network that embraced the thoughts and minds of youth. As a strategy, this would appear to offer almost unlimited potential to expand and grow.

In reality, the execution of the strategy becomes difficult when you recognize that the youth market is both increasingly factioned and in constant flux as consumers enter in and age out daily. And as we say, the devil is in the details.

This same dynamic is part of what makes so interesting. MySpace created a social networking phenomenon based around music, bands and the people that love them. Now they have launched an Internet television network to bring music videos back to the fans.

Even through growth and acquisition they have managed to stand for and facilitate youth culture while keeping true to the musical heart of the brand.

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