MTV At 30: Still Pushing Boundaries And Pioneering New Forms Of Media

I Want My MTVMTV turned 30 on Monday, but the network seemed to be the only one not interested in celebrating its major milestone.

Let’s face it, turning the big 3-0 is pretty much the end of youth, but there is no other TV network as synonymous with youth culture as MTV. It’s an institution that has remained relevant to fickle teens and college students for three decades. I can’t think of another that has, year in and year out, maintained that position…except maybe jeans and t-shirts.

MTV has always pushed the boundaries of what is acceptable, sometimes failing, but often spawning major trends: animation for 20-somethings (Liquid Television was a precursor to Adult Swim), reality TV (‘nuf said), news for young people (even Jon Stewart rose to fame on the network)...the list goes on and on.

There are those who lament that the network isn’t what it was 30 years ago, but, frankly, it shouldn’t be what it was then because young people today aren’t the same as young people decades ago. The changing media landscape forced MTV to “evolve and figure out” its new role.

That means, in part, that MTV doesn’t show many music videos any more (though its sister networks do) because times have changed. There are more than enough ways for people to find music videos, as Kurt Loder points out, and MTV specializes in giving viewers what they can’t get anywhere else.

These days, that includes a mix of reality programming and a revival of some old hits. For the nostalgic viewers, the network is bringing back “Beavis and Butthead,” which has the potential to be just as relevant today as it was back in the 90s because the show comes with a new twist. Instead of commenting on videos, the pair makes fun of everything on the network, from music to reality shows. Their sardonic wit is a perfect…

 
 
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Millennial News Feed

Quote of the Day: It wouldn’t be Thanksgiving without buying something and watching holiday movies.” –Female, 29, CA 

Yesterday news that Budweiser would be dropping their traditional Clydesdales in order to appeal to Millennials made the rounds—but the brand says not so fast. In response to the rumors, Budweiser has released their “drink responsibly” ad featuring the iconic horses “earlier than planned” and tweeted that they “aren’t going anywhere.” But they are giving the campaign a twist that could appeal to young consumers, partnering with LYFT to give holiday partiers safe rides home in Boston with the help of the Clydesdales. (Brand Channel)

The appeal of toy unboxing videos may be a mystery to some, but they’re viewed millions and millions of times on YouTube, and Disney wants a piece of that popularity. In case you’ve missed it, these videos consist of opening up toys and talking about what’s in them. The brand’s Maker Studios has signed five toy unboxing digital stars, including HobbyKidsTV, DisneyCarToys, and ToyReviewToys. However, the most popular unboxing channel, DC Toys Collector, who generated 104 million views last week, was not included. (Recode)

Totino’s is continuing their weird, weird marketing campaign to appeal to young consumers’ absurdist humor. In a follow up to “the oddest pizza ad ever,” the brand has taken a BuzzFeed post called "50 Completely Unexplainable Stock Photos No One Will Ever Use" and turned each one into an off-the-wall bizarre ad. They’ve posted the entire collection on their site with the explanation, “We obviously had no choice but to use them. Poorly.” (Adweek)

What influences teen drinking behavior? Recent research has found that ”close friends” are far more influential than the “broader peer group” when it comes to teen alcohol use. This means the idea of  “everyone thinking that everyone else (in a whole school, say) is drinking a lot” being a reason behind drinking might not hold as much water. (NYMag)

The next-generation is growing up hyper-monitored from the cradle, but it’s possible that the high tech baby monitors that have become more and more common don’t actually offer benefits. Onesies and other items that track babies heartbeats and body metrics might be offering parents “false reassurance,” as they haven’t been proven to work. However, makers of those products say that new parents are buying them not to combat specific health issues but for peace of mind. (Mashable)

The Ypulse Back-To-School Special Report is here! The holidays might be starting, but we know retailers, marketers and brand managers are already planning for next year's big shopping seasons. To deliver a forward looking perspective, we surveyed high school and college students throughout 2014, combed that data for insights, and compiled all of the must-know data into a rich BTS special report. Gold subscribers can access the full report and data in the My Documents section of Ypulse.com. One-off pricing for this report is $1,250, contact us here. (Ypulse)

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