We began by interviewing experts in the music, TV and tech industries, from Nigel Walley to Albert Schilcher. Taking a mixed methodology approach we then embedded ourselves in the homes of loyal, light and lapsed MTV Music viewers, conducting extended ethnographic sessions that not only involved co-viewing the channel in social contexts but also understanding the household dynamics surrounding music, TV and the blend that MTV offers. From this we were able to determine the needs and desires for the future of the channel. The sessions then segued into creative groups with both light and lapsed users to sift out ideas for capturing a new audience – ideas ranging from brand extensions to content and advertising. Findings were verified with a nationally representative quantitative survey before bringing the opportunities to life.
From this we developed a series of strategic recommendations to tempt lapsed viewers back, anchoring across both content and marketing. And we used our own expertise in media to inform recommendations for how MTV Music could innovate on new platforms and launch credible brand extensions to put the brand back in tune with new music lovers.