MTV International, which claims to span more than 160 countries reaching into 785 million households and broadcasts in 32 languages, is turning its focus to the audience and emerging artists.
The network will spotlight its social media videos of artists and viewers alike between programming on-air and across all platforms in a new promotion, called #MTVbump, which is the first of many ways that MTV will open itself up to young people.
A partnership with B-Reel Creative will enable videos or Vines shared on Instagram and Twitter using the #MTVbump hashtag to be collected, filtered and broadcast on-air and across all platforms in as little as two hours. #MTVbump also lets MTV spotlight musicians and connect them with fans in new, creative ways.
“MTV has always been committed to reinvention, and it’s time to shed our skin and reinvent again,” said Kerry Taylor, head of MTV International and chief marketing officer of Viacom International Media Networks UK.
“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 else. No one is bringing user-generated content to air this quickly on a global scale. #MTVbump lets us be incredibly topical, fast and localized–which is critical.”