LONDON - MTV, the channel that revolutionized the music industry by playing artists' videos on rotation, is reinventing itself again, opening up to its social-media-savvy audience by putting their videos on air.
By using the hashtag #MTVBump, viewers can see their content from social media sites Instagram or Vine within two hours of its being posted, during the channel's break windows.
The revamp, evolving from "I want my MTV" to "I am my MTV", is being rolled out as streaming and video platforms gain ground while the ratings for conventional television networks dwindle. The shifts in viewing habits have weighed on MTV owner Viacom Inc recently, especially in the United States.
"We understand that MTV is a 30-year-old brand and we absolutely always have to be re-inventing ourselves," Kerry Taylor, the chief marketing officer for Viacom International Media Networks UK, told Reuters.
"The only thing our audience will reject from us is creative cowardice, so for MTV to look like a traditional broadcaster is just not acceptable ... We absolutely have to take risks, we have to create and we have to do something new."
Launched in 1981, MTV first aired video jockeys playing music videos. It has since varied its format, now showing reality TV shows aimed at teenagers and young adults.
With an age 16-34 commercial demographic, social media is key for a brand that broadcasts in more than 160 countries.
"We know our audience are very used to and enjoy dealing with very short form content," Taylor said. "They like seeing themselves published."
For #MTVBump, the channel teamed up with B-Reel Creative for the technology that sees the best videos picked and on air in two hours -- something MTV says no other channel is doing on a global scale.
Taylor said it will eventually introduce MTV Canvas, a digital sticker book where viewers can create MTV logos.
How this will fare with a digital savvy audience remains to be seen, said Nick Thomas, a digital media expert at Ovum.
"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," he said.
"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." - Reuters
About 92 News HD Live Main TV Channel of Pakistan:
92 News (also known as 92 News HD Plus (Channel 92) is a conservative Urdu language TV channel based in Lahore, Pakistan.
Mian Muhammad Hanif is the chairman of the channel.
This TV channel is a subsidiary of Madinah Group under Galaxy Media Group.
The channel's name, 92, is to celebrate the 1992 Cricket World Cup won by Pakistan. The number 92 is also the telephone country calling code of Pakistan, which is another major reason behind the channel's name.
92 News HD is Pakistan’s first HD Plus News Channel. Aims to bring credible & responsible News & important stories from Pakistan & around the World
We bring you Latest Pakistani and International News at 92 News Hd Plus to Read and Watch
We believe in genuine and true journalism, we do not prevail sensation just for ratings.
We do not hide news but never tend to add any unethical content or angling that goes against the norms of our religion Islam and Pakistan's culture.
تازہ ترین خبریں حاصل کرنے کے لیے فوری اطلاع کی اجازت دیں
آپ کسی بھی وقت دائیں طرف نیچے بیل آئیکن پر صرف ایک کلک کے ذریعے آسانی سے سبسکرائب کر سکتے ہیں۔