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Case Study - MTV

(1) MTV has become a global media powerhouse under the leadership of CEO Tom Freston, reaching over 400 million households in 164 countries. (2) Freston works to constantly engage MTV's target 18-24 year old audience and keep them watching as tastes and trends change. (3) Telephone surveys of 18-24 year olds using random digit dialing found that MTV needed an update, showing Freston the importance of periodic audience research to stay relevant.

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450 views1 page

Case Study - MTV

(1) MTV has become a global media powerhouse under the leadership of CEO Tom Freston, reaching over 400 million households in 164 countries. (2) Freston works to constantly engage MTV's target 18-24 year old audience and keep them watching as tastes and trends change. (3) Telephone surveys of 18-24 year olds using random digit dialing found that MTV needed an update, showing Freston the importance of periodic audience research to stay relevant.

Uploaded by

paone03
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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Case Study

MTV : The world’s most widely distributed TV Network


The situation

MTV Networks, which includes MTV, Nickeloden, and VHI, have earned big profits for
parent Viacom. The company has used a free-flowing corporate culture and a group of
power brands to grow profits by 25 percent annually during the 1990s. As of 2006, MTV
was the world’s most widely distributed television network, reaching more than 400
million households in 164 countries and territories.

Tom Freston, CEO of MTV, actually took MTV as a small startup and turned it into a
cultural behemoth. While MTV has become an icon all over the world, gluing millions of
viewers to its programming, it is constantly trying to keep up with what’s popular and
keep its viewers watching.

MTV is always trying to find new ways to engage its target audience, 18-24 year-olds.
This has not always been an easy task. For example, the channel had fading hits like
“Beavis and Butthead” and “The real world”. Ratings began to slip as users complained
that there was no longer music on MTV. Telephone surveys were conducted with the
18-24 year-old group. The sample was selected by choosing households based on
computerized random digit dialing. If the household had 18-24 year olds, one person
was selected using the next birthday method. The results of this survey showed that
MTV needed a makeover.

1) Because trends come and g, it is important for MTV to stay in touch with its
audience and know their wants. Tom Freston especially wants to keep in touch
with the 18-24 year olds through periodic surveys. What sampling technique
would you recommend?

2) Discuss the role of the type of sampling technique you recommend in enabling
Tom Freston to keep in touch with the target audience.

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