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Choose or Lose

2008. Choose or Lose. What is MTV Doing Here?. News & Pro-Social: Using the power of MTV to educate & engage young people in the issues they care about. Several “pro-social” initiatives over the years…AIDS awareness, discrimination, world hunger…

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Choose or Lose

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  1. 2008 Choose or Lose

  2. What is MTV Doing Here? • News & Pro-Social: Using the power of MTV to educate & engage young people in the issues they care about. • Several “pro-social” initiatives over the years…AIDS awareness, discrimination, world hunger… • We heard from our audience: Candidates weren't speaking to youth at all, or if they were attempting, it was not done in a language that resonated with young people. Soooo….

  3. 1992: Launch of Choose or Lose Our youth-centric election coverage has innovated every 4 years.

  4. How Will We Innovate in '08? • FORCES BEHIND OUR THINKING: • Record youth turnouts in 2004 presidential elections and 2006 congressional elections • Explosion of new media tools allowing young people to self-publish and self-organize

  5. 1. Real-Time Access to Candidates • Series of First-Ever, Interactive single-candidate dialogues televised and webcast on MySpace/MTV/mtvU. • Set New Benchmark for Viewer Participation with Live Webcasting, Instant Messaging and Real-Time Polling. • First true digital representation of viewing community.

  6. 2. Multi-Media Activist Community • Think.MTV.com • marries top-down • MTV News content • with social networking • and youth-generated • media, and rewards • actions with “badges.”

  7. 3. Street Team ‘08

  8. 3. Street Team ‘08 • Partnership with James S. and John L. Knight Foundation as part of Knight News Challenge • 51 citizen journalists—one from every state plus DC—covering youth-related election issues • Brought to NYC for “journalism boot camp,” and began reporting in January ’08 • Media for reports are blogs, vlogs and “traditional” video packages

  9. Street Team ‘08 Distribution • ONLINE: • ChooseorLose.com, StreetTeam08.com based within think.mtv.com platform • “Bubble Up” to MTV.com and MTVNews.com • AP Online Video Network • MOBILE: • m.streetteam08.com (dedicated WAP site) • Verizon Mobile Video Subscriptions (MTV channel for Verizon Video subscribers) • Choose or Lose Mediaflo channel (Linear mobile TV channel) • BROADCAST: • MTV (Biweekly news package featuring highlights from several top Street Team stories) • MTVU & MTV Tr3s

  10. Street Team ‘08 Experiments • JOURNALISM EXPERIMENTS • “Pro/Am” journalism model • TECH EXPERIMENTS • Super Tuesday coverage

  11. Street Team ‘08 Super Tuesday • Partnered with Flixwagon & Nokia • Live, mobile-to-web broad-casting from all 23 “Super States” • Clips turned into 30-second news hits, airing on MTV throughout Super Tuesday

  12. Street Team ‘08 Super Tuesday

  13. 2008 Choose or Lose

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