Professional Documents
Culture Documents
There are many reasons why we may want to be "the entertainment source
for young America." Or "a non-stop party." Or a million other things.
But these aspirations are ours, not our consumers. We must remember to
look inside the consumer's head.
But MTV is "Music Television," and nothing else is. So MTV has no
competitors.
Right? Wrong!
The Environment Defines the Competition
For real consumers, television is television. And there are certain things
about television that MTV isn't.
We need one word that instantly identifies us and our competition to our
audience.
We know what we are: MTV. So what is the competition, all those other TV
channels out there?
When commercials are said to have and MTV look, it means disjointed,
disconnected, musically-rhythmic but not linear or logical -- in other
words, "not like normal commercials."
It's
Normal TV is boring.
• Programs
• Specials
• Promotions
• Contests
• Advertising
• Staffing
The End.