• by David Goetzl , May 3, 2006

MTV Networks, which prides itself in staying ahead of the cutting edge, held a high-energy upfront presentation Tuesday night with the overriding message: We'll be wherever the consumer is, and want advertisers to join us.

As they highlighted each of the networks within MTVN's sprawling portfolio, executives emphasized that each linear channel--from the flagship MTV to Logo, from VH1 to Comedy Central--now has brand extensions on multiple screens, spanning iPods, VOD, wireless, and broadband. And where there's a screen with content, there's space for marketing messages.

"The evolving digital media landscape has created more opportunities for us to reach your customers," Larry Divney, MTVN's president of ad sales, told a packed theater at Madison Square Garden.

In juxtaposition showing just how much the media business has been transformed by new platforms, Divney--a veteran of selling spots and dots who was appearing on stage at an upfront for the final time before stepping down--was now touting the merits of a multi-screen, extended-reach world.

"This is not your mother's MTV Networks," said Judy McGrath, MTVN Chairman-CEO.

MTVN employed the upfront tagline "Feed The Need," connoting that it's prepared to offer programming where, when, and how consumers want it and urging advertisers to adopt the same flexibility.

"MTVN now has even more touchpoints for advertisers," said Michael Wolf, MTVN President and COO. "We know that our audiences are into user-generated content, social networking, and gaming--so we've made strategic acquisitions like iFilm, GameTrailers, NeoPets, and just last week, XFire."

Add those outlets to a seemingly endless portfolio that includes broadband's MTV Overdrive, VH1 Mobile, Comedy Central podcasts, CMT VOD, and multiple incarnations of brands such as Logo, TV Land, Spike and Nick at Nite.

MTV Networks is the growth engine for the new Viacom--formed after a split with CBS--and the big-ticket nature of the upfront presentation reflected the unit's importance to the company. From a stage with a light display reminiscent of the Vegas Strip to a parade of talent that could rival any red carpet--Jessica Alba, Kanye West, Jerry Seinfeld, Jamie Foxx, Jon Stewart, Ludacris, and more--MTVN made a high-priced bid to woo advertisers.

As is standard at upfront events, MTVN executives sought to inject some spin about ratings growth and consumer affection for its brands in between the celebrity appearances. While their networks appear to be in a strong position heading into the upfront, there are some signs of ratings slowdowns. For example, prime-time delivery this season for the flagship MTV is down 1 percent in the target 12-to-24 demo and flat in the 18-to-34 demo. And Comedy Central is down 3 percent in the 18-to-34 demo, while Spike has declined 11 percent in its target of men 18-to-34. VH1, however, is a bright spot, with 13 percent growth among 18- to-34-year-olds.

At one point, MTVN presented a new study dealing with one of the hot topics in the buying community: engagement--loosely defined as a consumer's connection with advertising. The study, presented by MTVN Executive Vice President of Research Colleen Fahey Rush, revealed that viewers are more influenced by ads on MTVN than broadcast or other cable outlets. Rush also introduced a new term, "transference," which she defined as the degree to which consumers extend a positive feeling they have for a media brand to the advertisers associated with it. And the study, done in partnership with OTX, found that MTVN provides the strongest "transference" levels on television, broadband, and online.

MTVN's President-COO Wolf touted MTVN's ability to reach trendsetters--what it calls "alpha consumers"--which benefit advertisers since they can spark word-of-mouth buzz and brand approval.

MTVN also made multiple announcements about upcoming programming on its networks. Coming to MTV are reality shows "Two-A-Days Hoover High" about a highly ranked Alabama high school football team and "Twentyfoursevens" about seven friends trying to make it in Hollywood.

In September, VH1 will debut "Ice-T's Rap School," where the famous hip-hop artist goes to an exclusive New York prep school and tries to teach seventh and eighth graders how to be successful rappers.

Also coming this fall, Mr. T stars in a reality show on TV Land called--perhaps not surprisingly--"I Pity The Fool." Mr. T, who appeared on stage at the upfront in a suit and brought the house down with his routine, will take on the role of a no-holds-barred life coach who travels the country and tries to help people overcome challenges in their lives.

Comedy Central will premiere "The Sarah Silverman Programme" featuring the popular and often caustic comedian. Silverman joked to the upfront crowd, "I am honored to be a vessel through which you sell products."

MTVN also announced that VH1 Soul, which focuses on the R&B genre, will begin running advertising in the third quarter. The network is in 20 million homes.

MTVN also released research showing that viewers of Logo, its network targeting a gay and lesbian audience, form a captive audience for advertisers. The survey of 1,500 people, conducted in January, shows that 73 percent of respondents said they were more inclined to buy a product advertised on the network versus another channel, and 80 percent are more likely to watch commercials on Logo than other networks. Logo, which launched last year with three charter advertisers, now has more than 50.