Posted in kids, online community

Second LIfe on MTV

Oh Second Life…

Now MTV execs are scrambling to catch up with the hot new hangout spots on the Web. The network’s parent company, Viacom, had a chance to buy MySpace, but competitor News Corp. snapped it up for $580 million in 2005. (A corporate reshuffle at Viacom followed.) MTV has been reduced to copycat initiatives. Last May, MTV beta-launched the subscription-based music-download service Urge to compete with Apple’s iTunes. It continues to beef up Overdrive, a broadband site offering free music videos and show outtakes that vainly tries to compete with YouTube. The shows also have discussion forums-—but they aren’t holding on to as many eyeballs as the network would like. “Kids were watching Laguna Beach,” says Matt Bostwick, an MTV senior vice president, “but then they were going everyplace else on the Web to talk about what they’d just seen.”

These overhyped, underperforming MTV.com portals may, however, soon be overshadowed by a tiny unit within the network called Leapfrog. Its mission: Don’t try to compete directly with today’s top destinations. Instead, find the next big thing so MTV can, yes, leapfrog the competition once social networking sites start to seem so five minutes ago.

Wired 15.02: A Second Life for MTV

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I am a data & results driven Digital Media Influencer with over 15 years of experience in engagement, family marketing, scaling infrastructure and audience culture across a product’s lifetime from pre-launch to millions of users. Strategic Vision & Business Development: • Articulated corporate integrated digital marketing strategies for 10 children’s entertainment properties across multiple digital channels • Authored a comprehensive business plan for scalable online community infrastructure for internal and external partners and successfully participated in a thorough VC due diligence process • Increased sales revenue by 20% while managing 6 million dollars of annual revenue in existing business services. Production & Project Management: • Developed multiple 2D & 3D multi-player virtual worlds, online games & apps based on repurposed/original assets • Produced 12 animated 2-minute shorts for broadcast on television & developed animation production department workflows • Launched multiple major website redesigns to include more fan interaction • Led workflow & process optimization teams to improve operational effectiveness/productivity. Audience Engagement & Research: • Developed domestic and international audience research programs both on & offline for both parent and children audiences • Grew multiple audiences from pre-launch to tens of millions by using organic, as well as established marketing tactics. Team Management & Relationship Building: • Designed team management & organizational structures for multiple Web Content and Web Marketing departments including international remote teams of staff in North & South America, Europe and Asia. • Managed teams in multiple disciplines, including customer service, social media engagement, production, moderation, marketing, design, tech and content development. • Extensive client, vendor and partner management experience in television, licensing, digital, e-commerce & customer service industries

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