Music Television : en TV-kanals förändring i ett nytt medieklimat

Sammanfattning: Purpose/Aim: The purpose of this essay is to analyze and discuss how MTV is affected by the development that takes place on the world’s media market. The aim is also to see how MTV’s target group’s image of the channel can give guidelines in how MTV should act in this new media era. Material/method: I have examined the development on the media market and then created a model consisting of relevant factors that could affect a TV-channel today. Those factors and the two factors image and profile are then applied on MTV. I have done three interviews with people who work at MTV Networks Nordic and one interview with a person who used to work there. I also arranged three focus groups with members within the target group of MTV (15-24 year). The questions for all of the interviews were based on theories relevant to this study. Main results: The results from the interviews and the focus groups showed that the profile and the image of MTV did not agree completely. An example of that is that the staffs of MTV saw the channel as a youth channel while the target group saw it as a music channel. MTV seems to go from being a niche channel to becoming a broader channel, a move that is quite unusual on today’s media market where niche marketing is the main strategy for TV-channels. People within the target group 15-24 uses the Internet more than TV an average day, and the younger members of my focus groups used the Internet more than the older ones. None of the members of the target group watched TV on their mobile phone but they assumed that younger kids would use it a lot in the future. All agreed upon that MTV was a suitable channel for mobile-TV.