MTV stopped airing music videos as other sources to view them emerged over the years. More people started downloading music online for free and using youtube to watch unlimited music videos, causing difficulty in making business out of music videos to help sell albums for artists. In response to this, MTV received complaints from the 80’s and 90’s kids who missed the old times when MTV just played music videos all day. However, when the music videos were brought back to accommodate this, viewership was very low. Looking at these trends, the major challenge for MTV is to gather the interest of teenagers and young adults to the hundreds of MTV channels available internationally.
MTV’s classification of audience is reformers as the shows shown on MTV portray social awareness, freedom of restriction, and tolerance of complexity. Target audiences are teenagers and young adults. MTV shows generally focus on what teenagers might find entertaining in our modern culture. Core MTV audience range from 15 to 34 years of age, covering all walks of life within that group. Typical viewers are youthful, mobile, explorers, adventurers, and unique experience seekers.
The marketing strategy is to attack its old self by saying, “DIE MTV. DIE. THIS IS MY MTV.” It tells the old MTV to die which can be a dramatic approach to any brand. No brand will ever tell itself to die. But by doing this, the brand now represents a new MTV.
Brand New Website
Are you sick of watching the same shows by the same people? Then this concept is the ideal entertainment for you. This website is a personalized channel just for you, where you can create your own TV show or watch any shows that you want, ranging from talk shows, cook shows, make-up tutorials to garage concerts. To get a better understanding, it is like watching clips on youtube but instead of having to edit the video, everything is raw and done live. Through this website, you can become famous and get paid for your own shows, all at the convenience of your spare time. In the show, you can do whatever you want to do like discussing interesting worldly issues with your viewers or simply sharing your daily lives to your audience. As you are recording/watching your show live on the website, there will be a chat box on the side where you can interact with your viewers/host. This concept was inspired by a Korean program called the “Afreeca TV” which is a famous online video streaming site where you get paid by the amount of viewers.
This installation gives an experimental welcome to the guest. It was designed to make you feel youthful and mainstream. It also represents an open studio of a radio station with the lightbox that lights up when you go live on the show. Everything during the installation was precisely chosen and built. The concept of this installation was to give the host the feeling of being at home by recreating a portion of their room. To give the static feeling, a repetition of the MTV poster was spray mounted onto the walls. The color of the paint was personally customized and selected from a professional paint manufacturer. The challenge of the setup was installing the lightbox because it plays an important role in the brand. The huge installation was set up in room 203 in ACCD (Art Center College of Design).
Unable to take the real-life installation home, I've decided to create a portable version of it so I can take it around with me for meetings and porfolio reviews.
Using the iPhone, I've decided to use the flash to light the lightbox. Batteries run out over time but most people are capable of using flashlight on their phone.