Tuesday, November 30, 2010
The Perfect Storm - Part 5
Robert Pittman, Founder and Chairman of MTV, stated the following concerning MTV’s philosophy, “We are dealing with a culture of TV babies. They can watch, do their home work, and listen to music all at the same time. And at MTV we don’t shoot for 14 year olds, we own them. And the strongest appeal you can make is emotionally. If you can get their emotions going, they forget their logic. Then you’ve got them. They will accept almost anything over the screen. The only people that understand the new way to use that television set are the people who grew up with it.”
Through very sophisticated marketing concepts, MTV learned how to eliminate the space that existed between entertainment, advertising, programming, branding, news, and marketing. These became indistinguishable from each other. MTV helped to establish the idea that marketing was more important than the program you were producing. Hollywood embraced this concept thoroughly at the beginning of the third media age. The marketing of a film became more important than the film itself. Thanks to MTV, every form of media soon realized that the best way to maximize market share and to increase profit margin was to focus attention and resources on the marketing and selling of what a show or film represented rather than to concentrate on the programming itself or quality of the programming.