MTV News is revitalizing to win the hearts of a new generation. Going up against new media giants like BuzzFeed and Vice, the brand is looking to differentiate themselves by “swimming against the current” and going “beyond the story” with a digitally-focused, data-driven approach. They reportedly have an algorithm that predicts with 70% accuracy how content will be received across different platforms. Teens will also be contributing to the site—one project, Voices, allows them to share their stories and according to its Millennial manager: “The key ingredient is authenticity. There's no better bullshit detector than a teenager.” (Adweek)
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