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NY Times Magazine: MTV's Shorter, Faster, Cruder, Tinier Mobile TV Strategy

Authored by robert on May 27, 2006 - 8:39pm.
The New York Times Magazine explores MTV’s programming approach to mobile TV, which can be summed up using the article’s headline: The Shorter, Faster, Cruder, Tinier TV Show. Ironically, but not surprisingly, MTV’s upstart competitors, like Heavy.com, hope that the 25-year old network is perceived as too traditional and perhaps out-of-step with what teenagers and young adults want from mobile content and services. Given the amount of investment, attention, and respect that established networks, like MTV, are paying the mobile channel, the incumbents are not likely to fail due to a lack of awareness or sense of purpose. In fact, MTV claims to be the world’s largest provider of mobile content, that is providing a fast-growing revenue stream. The article reiterates how young people view the cellphone as much more than a wireless phone, but as an entertainment center, dating service, personal scrapbook, virtual hangout, and status symbol. Perhaps MTV’s competitive advantage can best be articulated borrowing a quote from Greg Clayman, when he states "I'd argue that if there's anyone out there who knows what a 15-year-old wants, it's MTV."

http://www.nytimes.com/2006/05/28/magazine/28mtv.html
http://www.mobilemtv.com
http://www.heavy.com
tags: Mobile | Video | Mobile TV | TV | MTV | Heavy |



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