Choose or Lose 2008. 2008 – Choose or Lose What is MTV Doing Here? News & Pro-Social: Using the...
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Transcript of Choose or Lose 2008. 2008 – Choose or Lose What is MTV Doing Here? News & Pro-Social: Using the...
Choose or Lose
2008
2008 – Choose or Lose
What is MTV Doing Here?
• News & Pro-Social: Using the power of MTV to educate & engage young people in the issues they care about.
• Several “pro-social” initiatives over the years…AIDS awareness, discrimination, world hunger…
• We heard from our audience: Candidates weren't speaking to youth at all, or if they were attempting, it was not done in a language that resonated with young people.
Soooo….
2008 – Choose or Lose
1992: Launch of Choose or Lose
Our youth-centric election coverage has innovated every 4 years.
2008 – Choose or Lose
How Will We Innovate in '08?
FORCES BEHIND OUR THINKING:
•Record youth turnouts in 2004 presidential elections and 2006 congressional elections
•Explosion of new media tools allowing young people to self-publish and self-organize
2008 – Choose or Lose
1. Real-Time Access to Candidates
• Series of First-Ever, Interactive single-candidate dialogues televised and webcast on MySpace/MTV/mtvU.
• Set New Benchmark for Viewer Participation with Live Webcasting, Instant Messaging and Real-Time Polling.
• First true digital representation of viewing community.
2008 – Choose or Lose
2. Multi-Media Activist Community
Think.MTV.commarries top-down MTV News content with social networkingand youth-generated media, and rewardsactions with “badges.”
2008 – Choose or Lose
3. Street Team ‘08
2008 – Choose or Lose
3. Street Team ‘08 Partnership with James S. and John L. Knight
Foundation as part of Knight News Challenge
51 citizen journalists—one from every state plus DC—covering youth-related election issues
Brought to NYC for “journalism boot camp,” and began reporting in January ’08
Media for reports are blogs, vlogs and “traditional” video packages
2008 – Choose or Lose
Street Team ‘08 DistributionONLINE: • ChooseorLose.com, StreetTeam08.com based
within think.mtv.com platform• “Bubble Up” to MTV.com and MTVNews.com• AP Online Video Network
MOBILE:• m.streetteam08.com (dedicated WAP site)• Verizon Mobile Video Subscriptions (MTV
channel for Verizon Video subscribers)• Choose or Lose Mediaflo channel (Linear
mobile TV channel)
BROADCAST:• MTV (Biweekly news package featuring highlights
from several top Street Team stories)• MTVU & MTV Tr3s
2008 – Choose or Lose
Street Team ‘08 ExperimentsJOURNALISM EXPERIMENTS“Pro/Am” journalism model
TECH EXPERIMENTS Super Tuesday coverage
2008 – Choose or Lose
Street Team ‘08 Super Tuesday• Partnered with
Flixwagon & Nokia
• Live, mobile-to-web broad-casting from all 23 “Super States”
• Clips turned into 30-second news hits, airing on MTV throughout Super Tuesday
2008 – Choose or Lose
Street Team ‘08 Super Tuesday
QuickTime™ and ampeg4 decompressor
are needed to see this picture.
Choose or Lose
2008