REASONS TO MAKE MTV2 PART OF A MTV UPFRONT BUY: • MTV2 makes the overall buy more efficient. • MTV2 extends your sponsorship to a new audience. • By getting on board with MTV2, a client lays a base with a rapidly growing, MTV branded property that already has built-in equity. • MTV2 extends your overall reach. • MTV2 allows you to extend your existing MTV buy - without changing your daypart mix. • Protect your investment and brand equity programming and events on MTV by securing similar programming extensions on MTV2.
Two things to share Brands do have real meaning today2. The importance of focusing on building your brand promisemore than ever let’s make our experience work for you…
Brand Education Foundation tells us… which generate expectations about your products… these expectations have ways of influencing decisions Brands are memories of past experiences or declarations of future value… What is Brand Promise? Webster’s tells us… Promise – a reason to expect something; ground for expectation of success, improvement or excellence.
Pride Life Experiences Expectations of Brands To Recognize Home Haven Customization Multicultural/Evolving ‘homestyles’ How Do Young Adults Use Brand Promises? Being highly sophisticated shoppers, life experiences lead to high expectations of brands. Personal power Personal refuge Individual entitlement Quality/Price Uncompromised trust Social importance
MTV experience continues to be unlike any other Punk’d Lose this one, Rob to give another Doggy Fizzle Control Freak Fantasy Tycoon 3 South need logos from Barri
‘The Influential Effect’ Influential takes on broader influence Signature programming on MTV Contests Multi-platform media presence Influential begins to build her/his sphere Buzz Music association Online + On-air connections Influential shows authority Street teams…W-O-M… Mobile updates Other media… Friends/family… Affinity groups Experiences and Expectations LOYALTY TRUST ACCEPTANCE CONSIDERATION LEGITIMACY Brand Incubation Time 2003 MTV Influentials Study
MTV, MTV2, MTV.com: The authority in connecting, inspiring, and giving access to Young Adults Our 360 Culture trust Your Payoff trusted ‘friendship’ confidence & validation credibility Brand Relevance New 360 logo to go here relevancy Brand Evangelizers the new, the current, the latest engaged consumers group influencerswidespread acceptance access to celebrity early & repeat purchasers pop-culture authority viewer median age 22 portfolio of hits online depth 24/7 online depth 24/7 Pro-social high reach, high frequency 15 MTV Research & Planning 2003 MTV Influential Moviegoers Study
Technical Overview • Equipment • Motorola DigiCipher II DSR 4500X IRD • Motorola DigiCipher II DSR 4400MD IRT • (A version 2 or version 3 model must be used for the Bristol Pod.) • Affiliates can contact Motorola at 215-323-1635 to purchase this equipment. • There is a 30-60 day turn around on this equipment. • Satellite Coordination: • Satellite: Galaxy 10R • Transponder: 20
Viewers Want ABC News Now! News and information viewers responded favorably to the ABC News Now concept in a recent survey. In particular, these viewers liked: • Integration of national, international and local news in a single channel • Convenience and ‘one-stop’ news shopping experience • Chance to see experienced talent (i.e. Peter Jennings) in a relaxed, informal setting • ‘Soft-news’ segments including health and medical segments • Concise show formats fit users’ busy schedules while providing in-depth coverage of relevant issues 10
(7d): Last 7 Days (6m): Last 6 Months (NH): Non-Hispanic Source: MRI 2004 Doublebase Study (Base: Total Adults)