Mtv Case Study

MTV: The world’s most widely distributed TV Network

The situation

MTV network’s which includes MTV, Nickelodeon, and VH1, have earned big profits for parent Viacom. The company has used a free-flowing corporate culture and a group of power brands to grow profits by 25 percent annually during the 1990s. As of 2006, MTV was the world’s most widely distributed television network, reaching more than 400 million households in 164 countries and territories.

Tom Freston, CEO of MTV, actually took MTV as a small startup and turned it into a cultural behemoth. While MTV has become an icon all over the world, gluing millions of viewers to its programming, it is constantly trying to keep up with what’s popular and keep its viewers watching.

MTV is always trying to find new ways to engage its target audience, 18-24 –year-olds. This has not always been an easy task. For example, the channel had fading hits like “Beavis and Butthead” and “The real world”. Ratings began to slip as users complained that there was no longer music on MTV. Telephone surveys were conducted with 18-24 –year –old group. The sample was selected by choosing households based on computerized random digit dialing. If the household has 18-24-year olds, one person was selected using the next birthday method. The results of this survey showed that MTV needed a makeover.

  1) Because trends come and go, it is important for MTV to stay in touch, with its audience and know their wants. Tom Freston especially wants to keep in touch with the 18-24 year olds through periodic surveys. What sampling technique would you recommend?

  2) Discuss the role of the type of sampling technique you recommend in enabling Tom Freston to keep in touch with the target audience.