MTV international marketer says to reach millennials you have to ‘blur boundaries’


Taylor speaking this morning at Mumbrella360

The international boss of MTV has explained how its channel has created a new reality TV genre harnessing social engagement as it looks to retain its audience of millennial viewers.

In the keynote Mumbrella360 presentation Kerry Taylor told the room:  “It is no longer good enough for us just to make a TV show. We now need to entertain on multiple platforms.

“We have taken this a step further creating what are a calling a new reality genre called ‘a social series’ which blurs the boundaries between platforms.

“Shows are produced with a complete 360 degree view. A show may start online and move on-air, or vice versa, it will integrate seamlessly into the multi-platform world that our audience is now living in.”

Kerry Taylor on multiplatforms, Snapchat and the Australian business

Taylor cited multiple examples of this including new shows, such as Youtube sensation and now TV show Brothers Green Eats or how they used social media feedback to shape content on Geordie Shore, pushing forward key characters who were resonating online.

“We are finding that you need to blur boundaries between platforms. We need to create connections, generate person and personal experiences, embrace immediacy and recognise the power of social.

“These are key things that brands can adapt to any kind of strategy.”

Taylor also spoke about the power of social mobile apps like Snapchat which she said were increasingly important in connecting to young audiences.

“We are finding Snapchat really interesting, in the UK we were the first brand to work with them, and we are finding for our audience they really love it for exclusive moments,” she said in a video chat, following the speech.

“We are also one of the few brands to be on Snapchat Discover, and that has been a fantastic place not only for us to share content with our audience whether that’s around our shows, but also partnering with brands and movie studios have enjoyed working with us.”

The Viacom marketing boss was also asked about live streaming platform Periscope

“As a brand we always feel we want to get involved right at the beginning,” she said.

“We also take in too much, there is always a new technology and our audience may or may not use it, but lets get involved with the platform and see how it evolves.

“In the US we have been using to broadcast behind the scenes stuff at the big awards… so far I think that makes sense for the brand we are.

“But monetising is and what is means for brands I think we are still unsure how engaging Periscope will be in the long term – that will be interesting to see. ”

Nic Christensen 


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