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Nord

  1. 1. Choose or Lose 2008
  2. 2. 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….
  3. 3. 2008 – Choose or Lose 1992: Launch of Choose or Lose Our youth-centric election coverage has innovated every 4 years.
  4. 4. 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
  5. 5. 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.
  6. 6. 2008 – Choose or Lose 2. Multi-Media Activist Community Think.MTV.com marries top-down MTV News content with social networking and youth-generated media, and rewards actions with “badges.”
  7. 7. 2008 – Choose or Lose 3. Street Team ‘08
  8. 8. 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
  9. 9. 2008 – Choose or Lose Street Team ‘08 Distribution ONLINE: • 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
  10. 10. 2008 – Choose or Lose Street Team ‘08 Experiments JOURNALISM EXPERIMENTS “Pro/Am” journalism model TECH EXPERIMENTS Super Tuesday coverage
  11. 11. 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
  12. 12. 2008 – Choose or Lose Street Team ‘08 Super Tuesday QuickTime™ and a mpeg4 decompressor are needed to see this picture.
  13. 13. Choose or Lose 2008

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