A CASE STUDY

The Music
MTV Networks is the original music
television broadcaster in the UK & Ireland.
Today it has a portfolio of ten channels -
MTV One, MTV One +1, MTV Two, MTV Base,
MTV Dance, MTV Hits, MTV®, VH1, VH1
Classic and TMF. MTV Networks’ music
services are now reaching larger audiences
than at any time in UK history, averaging
over 17 million viewers each month
according to BARB research.
 The profiles
• MTV combines some of the most original, innovative and provocative
entertainment with exclusive videos and live performances to earn it the title of
the world’s most famous music channel
• MTV One
MTV one channel. Attracts a thrill seeking audience with its maverick attitude
and ingenious creation of some of the most popular and groundbreaking
programmes from My Super Sweet 16 to Pimp My Ride, Dirty Sanchez to Totally
Boyband. 1 Leicester Square with Russell Brand also provides a VIP pass to the
very best A-list celebrities. And with exclusive MTV Live gigs, Ultimate Festivals
Weekend and the legendary MTV Europe Music Awards, MTV continues to push
the boundaries of live music, both on stage and on-screen.
Target Audience: 16-24s male/female

• VH1
VH1 is the music and entertainment channel that provides the best artists and
rock ‘n’ roll stories. From the contemporary to the classic, VH1 embraces
mainstream artists that shape today’s popular music. VH1 also showcases the
best live acts so you can relive the greatest performances of all time and the
latest concerts all from the comfort of your living room. Target Audience: 25-34s
male/ female
• MTV Hits
MTV Hits is all about the charts - what’s popular right now and what’s en
route to the chart - the superstars, the one-hit wonders, the boy bands and the
girl bands - new videos as soon as they get made and the hits you don’t get tired
of. Musically, MTV Hits has a pop bias, but viewers can also find dance, r&b, nu-
metal and indie there once they cross over into the mainstream! Target Audience:
12-17 year olds (female biased)

• MTV Base
The only music channel dedicated entirely to R&B and Hip-Hop twenty-four
 Activity 1
• Carryout a profile of one of MTV’s
channels
• Research viewing statistics
• Demographic profiling
• When it started broadcasting
• And whether any convergence is
used
 Affiliates

• Sky

•
www.sky.com • Can you find any other
Virgin Media

•
www.virginmedia.com
Freeview
affiliates to add to this
•
www.freeview.co.uk
Top Up TV
list
www.topuptv.com
• Vodafone
www.vodafone.co.uk
• Three
www.three.co.uk
• T-Mobile
www.orange.co.uk
• Orange
www.orange.co.uk
• O2
www.o2.co.uk
mtv uk
paramount comedy
nickelodeon
 The market
• MTV claims to provide audiences with unique and irresistible content across all
the screens that they use, be that TV, PC, or Mobile Phone.
• Their television channels are now available in over 13.5 million homes in the UK
& Ireland via Satellite, Cable, Freeview and Top Up TV.
• In 1995 they became pioneer broadcaster of Europe with the upgrade to
digitally compressed transmissions and they currently broadcast on every
digital platform in Europe.
• The integration of their broadcast and digital media is exemplified by award-
winning online offerings such as mtv.co.uk and MTV Overdrive, as well as the
recent addition of MTV Flux – the ultimate on-screen, multi-platform
entertainment experience which puts the audience in control and takes the
concept of virtual communities to an whole new level.
• They were also the first media company to offer made-for-mobile 3G Video
Content and since 2005 we have offered mobile distribution of four TV channels
(MTV Snax, MTV Trax, Paramount and Nickelodeon), consistently receiving
nearly 20% of total viewing between just four channels.
 The history
• You need to carryout research in to the
history and development of MTV
• You must create a timeline of its main
developments
• You must identify how MTV has retained
its share of the market through targeting
• You must write up the main changes in
image that MTV has gone through
• (REMEMBER TO WRITE DOWN DATES
FOR YOUR
REVISION NOTES)