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Industry: Email Alert RSS FeedNew MTV Mantra: "we're not cable".(Christina Norman)(Brief Article)
Broadcasting & Cable, May, 2005
Christina Norman, the new president of MTV, already has a mantra: "MTV is not a cable network."
Norman's mission at the Viacom network is to evolve MTV into a programming service on whatever means its audience wants to it, including basic cable, video-on-demand, cellphones, PCs, iPods or anything else that comes along. Her boss and predecessor, MTV Group President Van Toffler, sees MTV transforming slowly from a TV-centric model to what he clumsily calls "content multiplatform-centric."
MTV executives believe that their young audience will move to new platforms earlier and more aggressively than devotees of other networks. That means it may have the greatest opportunities of any TV network. Simultaneously, MTV may face the greatest losses if its...
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