MTV Moderator

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Strategic Weaknesses:
The constant reruns of outdated shows are holding MTV back. Also, the lack of the musical entertainment offered by Music Television does not bode well for MTV. This is huge departure from it’s original core competencies. They once excelled in putting new bands on display, but in recent years has shown no support for grassroots music. They are often following behind the trends and successes of other shows on different networks, giving them a disadvantage to building an invested viewer base. The increase in reality television shows has turned away some viewers who are more interested in scripted shows with a continuous plot. Shows like Teen Wolf and Scream have a strong, dedicated fan base. The viewers will tune in to MTV …show more content…

Group: Netflix, Hulu, HBO GO, YouTube, E!, Oxygen, Freeform
Moderator: What do you like about those?
Group: Recommendations, pick what you want, money (free), convenient, personalization of playlists, all types of music
Moderator: How do you perceive those channels of entertainment?
Group: Netflix offers everything, not just one in particular, likes Freeform and acting is good x2, does not like reality channels
Moderator: What are they doing better than MTV?f
Group: Acting is 110% better, no diversity/variety on MTV, quality of shows is much higher on Netflix, some reality channels were pre-established, but since MTV switched, it lost it’s audience
Moderator: Why did you stop watching …show more content…

Didn’t want to keep up with it, couldn’t watch b/c too inappropriate
Moderator: What would you like to change about MTV?
Group: Bringing back music shows, TRLs, top 20 countdown, bring back music atmosphere, offer diversification with a broader audience, better quality shows with better acting, accessibility of shows b/c current online wait time

Appendix 2: Outline of Focus Group

1. Warm up/introduction to focus group
Fill in the blank (sentences) exercise.
Have you heard of MTV?
Have you watched MTV in the past?
Do you currently like to watch MTV? If so, how much?
What words do you associate with MTV?
If MTV was an animal, what would it be? Why?
If MTV was a person, what kind of personality would he/she have? Explain.
2. Topic discussion:
What shows/types do you watch?
On what platform/media do you watch your shows?
Are you a fan of music? What genres? Where do you listen to your music?
Who are MTV’s biggest threats/competition?
What do you like about those?
How do you perceive those channels of entertainment?
What are they doing better than MTV?
Why did you stop watching MTV?
What would you like to change about MTV?
Do you like our idea? What do you like about it?
3. Wrap-up and final thoughts:
Summarize
Review

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