Content on demand, an influx of reality tv shows, and several executive changes at MTV have caused disruption at one of VIACOM's most pioneering networks. MTV has lost its crown as content king for its target audience. Although MTV has retained popularity with very specific content (i.e. Teen Mom, Teen Wolf and Ridiculousness) no one seems to care about the direction the network is taking under new executive management. Our job was to create a comms plan that remains in the confines of cable subscription viewership to bring young viewers back to MTV. In order to do this, we needed a firm understanding of the brand, its content, and what the target's journey to MTV looks like.
Team: Afia Boakye, Eddie Bennett, Shabina Aslam, Joe Bae