MTV is moving into the future and making better use of social media as part of a new initiative.
MTV have announced they will soon be dropping their iconic, ‘I Want My MTV’ tagline, in favour of the new social media driven 'I am my MTV', on their 160 plus international networks.
The networks will now be broadcasting social media videos between their programmes, as part of the new #MTVbump initiative, which the broadcaster hopes will open up the brand to young people again. "MTV has always been committed to reinvention, and it’s time to shed our skin and reinvent again," Kerry Taylor, senior vice president at MTV parent Viacom International Media Networks told The Hollywood Reporter.
"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 els," Taylor continued. "About a year ago, we looked at our brand positioning and felt it was very much around celebrating young amazing lives. But we felt we had lost some of the MTV edge and spunk."
The #MTVbump initiative will pick up newly posted videos from Instagram, Vine and those shared on Twitter and air in air them live on the channel in as little as two hours. Another new initiative will be MTV Art Break which brings new video art to the network’s worldwide audiences, while another, MTV Canvas, is described as an ‘online sticker book’ which allows viewers to play with the brand.
"Our audience is looking to brands to support them and to help them to co-create. And they look to brands like MTV to create a platform for their skills and creativity,” Taylor added. "Our brand values are about being fun, passionate, optimistic, irreverent, surprising, and we feel we really capture that with this."