Thirsty for your MTV? You’re about to be satiated – six different ways. The MTV drought ends at 6 p.m. tonight and in anticipation of its Canadian launch, MTV unveiled a six-pronged strategy to net eyeballs across every platform it can. The ‘Six Arms of MTV’ incorporates distribution through conventional and specialty channels, mobile, video on demand (VOD), branded live events at the Masonic Temple and through MTV Overdrive, a broadband on-demand service.
Of the net’s multi-pronged approach, MTV’s director of marketing and brand partnerships Mark Shedletsky says, ‘Canadian [youth] are used to experiencing programming. They’re hyper-tasking. They’re online, they’re IMing, they’re doing two or three different things at once. [And this multiple platform approach, also allows them to] access MTV from around the world.’
Advertisers seem to want their MTV as well; so far, 23 brands have bought into the net’s traditional ad offerings including TV and web properties. On the web, MTV Overdrive, the broadband site launching today with streaming content on mtv.ca, will have ‘programs, concerts, footage – all on demand,’ says Shedletsky. ‘This will be completely free [to the user].’ The site will be ad-supported, with 15-second video clips and banners and, according to Shedletsky, a majority of the 23 brands have already bought online packages as part of their deal.
He adds: ‘We’re very open to working with advertisers to create customized opportunities, integrating their brand around our programming and across all platforms. We’re looking to play in a big way.’
MTV’s launch will be supported by media buys on CTV, an OOH campaign consisting of transit ads, wild postings and a Dundas Square billboard. Instrumental to MTV’s marketing strategy is the MTV Live billboard, which will reside on the north wall of the Masonic Temple beginning later this week, marking the ‘home’ of MTV Live. And ‘online street teams will hit online communities via various sites,’ adds Shedletsky. ‘They’ll be reaching out through these communities via chat rooms and message boards.’ Media buys and creative for the launch was done in-house.
When it comes to programming, the net’s roster includes seven homegrown series currently in production. ‘We’ve got some groundbreaking Canadian programming scheduled,’ promises Shedletsky. ‘[The programming strategy] has a localized Canadian feel within a global brand.’
Shows on the Canadian slate are: flagship interactive talk program MTV Live filmed at Toronto’s Masonic Temple; MTV e2, an entertainment talk show that has merged with parentco CTV’s eTalk; MTV Screen a weekly film release series; Cribs the popular show that gets inside celeb homes; Diary, a doc-style narrative of a well-known personality; True Life, MTV’s award-winning documentary about everyday people; and The Aftershow, a debate and dissect program that gives folks a chance to voice their opinions. Other programs rounding out the schedule include the popular Pimp My Ride and the brand-new unscripted 8th & Ocean among other pick ups.
