06/29/2005 08:13:00 AM 
(1) 
(1) MTV understands that advertisers want to reach teens desperately, but teens are increasingly abandoning the television as their primary medium and are finding alternatives.
Recent initiatives by the network include:
Gaming and Online
MTV just paid $160 million for Neopets. This will allow MTV properties to connect to a compelling online storytelling property, that's popular with female teens and tweens.
MTV also formed a game division- MTV Games. This unit will seek partnerships with game developers to develop unique content. The unit's first project will be LA Rush with Midway Games. The game will feature elements from MTV's popular hit show "Pimp My Ride".
Mobile
Japan will be the test bed for a service that will role out globally on wireless phones.
Named Flux, the service will launch June 30th and allow users to interact with music stars and receive exclusive content.
Other media brands with strong ties to the youth demographic would be smart to follow MTVs lead into other environments that are pertinent to teens. MTV does have a distinct advantage, its brand; a brand that has always positioned itself as an editor and an access point to compelling content for teens, first with music and then with programming.
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I'm definitely impressed by MTV - they position themselves as servicing not just younger people, but audiences that are innovation prone and like to be first at trying things (5 to 10 per cent of the population?).