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MTV rebrands globally; moves to ‘I am my MTV’

MUMBAI: Media conglomerate Viacom’s
youth entertainment channel MTV
International has assumed a new
brand identity globally, by shifting
from ‘I want my MTV’ to a new social
media strategy, ‘I am my MTV’.
The channel’s #MTVbump initiative
will put fans’ social media videos on
air between programming with in an
effort to open up the brand to young
A partnership with B-Reel Creative
will enable videos or Vines shared on
Instagram and Twitter using the
#MTVbump hashtag to be collected,
filtered and broadcast on air and
across all platforms.
In addition, MTV ‘Art Breaks’ will
bring new video art to audiences
worldwide, and MTV’s promos will take
on a new look and feel. Experimenting
with narrative structures and visual
storytelling, they will be shorter,
louder and hyper-visual.
Viacom International Media Networks
senior VP, youth and music, Viacom UK
CMO Kerry Taylor said, “MTV has
always been committed to reinvention,
and it’s time to shed our skin and
reinvent again. Our audience expects
MTV to push boundaries and take
creative risks, and we truly believe
that with this rebrand, MTV’s
international channels will look like
nothing else.”

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