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MTV goes looking for likes with its latest revamp

Thursday, June 25, 2015 - 01:30

MTV is reinventing itself again by opening up to its social media savvy audience and putting their videos on air

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It's the channel that revolutionised the music industry playing pop videos on rotation. More than thirty years after its first broadcast MTV is reinventing itself again. Its social media savvy audience are being invited to put their own videos on air. SOUNDBITE Chief Marketing Officer for Viacom International Media Networks, UK, Kerry Taylor, saying (English): "It is very much for us about understanding that the only thing that our audience will reject from us is creative cowardice and so for MTV to look like a traditional broadcaster is just not acceptable to our audience" By using the hashtag #MTVBump, viewers can see their content from social media sites Instagram or Vine within two hours of its being posted, on the channel. SOUNDBITE Chief Marketing Officer for Viacom International Media Networks, UK, Kerry Taylor, saying (English): "This allows our audiences all over the world to create short form content, to create videos via Vine or Instagram or on our site and by hashtagging #mtvbump, we can then see all that content, curate our favourite pieces and put those on air on MTV all around the world." The revamp is being rolled out as streaming and video platforms gain ground while the ratings for conventional television networks dwindle SOUNDBITE Digital Expert at Ovum, Nick Thomas, saying (English): "Linear scheduled TV which just plays in the background is not necessarily in tune with an era where people are creating their own content, they're sharing it. It's an attempt to try and engage with that world, and it absolutely makes sense strategically . Whether it will work in practice, we'll see." As a trendsetter for the industry MTV will be banking on this latest reboot paying off.

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MTV goes looking for likes with its latest revamp

Thursday, June 25, 2015 - 01:30