TARGET MTV Sabrina Peduto, Andrea Mitchell, Dave Berall, Deven Smith, Gil Sena
Project Goals • Examine Youth Spending Power • Examine MTV • Propose Change
Youth Spending Power • The Current population for Americans ages 10-24 is 60 million • According to RevenueToday.com that age range has $250 billion to spend
Spending Power of the College Age Group • American’s ages 18-24 had $122 billion dollars in spending power in 2004 • What do they spend that money on? • $3 billion a year on movies, DVDs, music and video games • Where does the money come from? • 75% of college students have jobs
MTV • One of the largest networks on the planet! • Reaches more than 480 million households in 179 different countries. • There are 89 million domestic subscriber households • Is the #1 24 hour ad supported cable network among 12-34 year olds.
MTV Business • MTV’s total advertising revenue for 2006 was more than $1.4 billion • Viacom, who owns MTV Networks, total revenue for 2006 was $11.4 billion, the gross profit was $5.4 billion • MTV was named the “World’s Most Valuable Media Brand” in 2005 for the 6th year in a row
MTV on Campus • MTV Networks purchased the College Television Network in 2002 and changed it to MTVU • It targets 18-24 year olds • It is found on 740 college campuses and reached 6.5 million students • At UMASS the 11,000 students who live on campus pay about $1 million a year for telecommunications and receive a standard package which includes MTVU
What’s on MTV? • Robert McChesney explains “Everything on MTV is a commercial” • Basically superficial and commercialized “reality” shows • Production cost is very cheap
What Can We Ask For? • Youth in America contribute a lot of money to the market place. • Companies who compete for that business are likely to advertise on MTV • MTV makes a great deal of money from advertising, which in essence is coming from youth
SO…. • WE SHOULD DEMAND THAT MTV PRODUCE PROGRAMING THAT BENEFITS AND REPRESENTS THE YOUNG PEOPLE WHO ARE FINANCING THEM!
Sources • Revenuetoday.com • Viacom.com • The PBS Frontline Documentary Merchants of Cool • Harrisinteractive.com • Google Finance