MTV has been very successful in its almost 30 years on the air. By identifying trends we can distinguish consumer profile and behavior.
MTV has seen the need for innovative material throughout time due to rapid changing trends not only in music but also in fashion, culture, values and global issues like poverty, starvation, HIV and war.
MTV is a company faced with the need for consumer information in order to innovate and stay up-to-date with new teen-trends.
There are four key factors that influence viewing patters, which define what young people look for when watching TV. .
- The first key factor is that young people are attracted to new programs. Due to this, MTV creates new shows often, usually in the fall. Young people are 20 also attracted to shows that refresh or restart constantly like The Real World, which changes location and participants every season.
- The second factor is that viewers watch MTV mostly at night and this gets later and later due to the introduction of DVDs and the internet. MTV’s prime time starts at 10pm creating a smaller window of viewing time. MTV had to adapt to this new tendency and push back programming schedules.
The third factor is the fact that the line between reality and TV is increasingly blurred due to communication and digital technology. Now-a-days MTV brings regular people to a celebrity status with shows like Dismissed, while bringing celebrities down to earth in shows like Punk’d. Viewers also want information that they can relate to their lives in a kind of ‘educational entertainment’ with shows like CSI.
Finally the last key factor is the search for diversity which is key due to the fact that young people drive program trends while the parents follow right behind. Therefore there is a need to satisfy teen wants and try to appeal to the parents. This is the idea that everyone chooses what they want to watch throughout a programming spectrum. Thank to this, the need for diversification arises to meet as many wants/needs as possible.
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