With MTV suffering the defection of viewers who consume video entertainment in new ways, such as on tablets, that aren’t always counted in Nielsen tallies, the network’s owner, Viacom, is preparing to unveil a broad overhaul in coming weeks, said Philippe Dauman, the company’s executive chairman and chief executive, in an interview.
Executives will debut “a more significant re-imagining of the brand,” said Dauman, when hosting . “I’m confident we are going to get there,” he said of plotting a revival of the network famous for everything from hosts known as VJs to the reality program “Jersey Shore.” Ad revenue at the network has been choppy in recent years, falling in both 2013 and 2014, according to data from market-research firm SNL Kagan.
MTV’s primetime ratings among viewers between 18 and 49 fell about 8% for the week ending March 20, according to research from Todd Juenger, a media-industry analyst for Bernstein. Quarter to date, however, the network’s viewership in that category is up an equivalent amount, thanks to new episodes of shows like “Teen Mom” and “The Shannara Chronicles.” With advertisers expected to earmark more money for TV’s annual upfront market this year, boosting MTV seems like a critical move
Executives will debut “a more significant re-imagining of the brand,” said Dauman, when hosting . “I’m confident we are going to get there,” he said of plotting a revival of the network famous for everything from hosts known as VJs to the reality program “Jersey Shore.” Ad revenue at the network has been choppy in recent years, falling in both 2013 and 2014, according to data from market-research firm SNL Kagan.
MTV’s primetime ratings among viewers between 18 and 49 fell about 8% for the week ending March 20, according to research from Todd Juenger, a media-industry analyst for Bernstein. Quarter to date, however, the network’s viewership in that category is up an equivalent amount, thanks to new episodes of shows like “Teen Mom” and “The Shannara Chronicles.” With advertisers expected to earmark more money for TV’s annual upfront market this year, boosting MTV seems like a critical move
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