1.
Instagramimagery
Place+ persona
So many people across the
globe use music to broadcast
their personalities and
lifestyles to the world
We use our imagery to capture
this broad range of personas

2.
Smartphones Drive Data Usage with iPhone and Android Leading
Media Activities Used by Operating System
Source: Nielsen Mobile Media Survey, US, Q2 2009
Mobile
Internet App
Downloads
Mobile
Video Mobile
Commerce
Location-
based Services
A Nielsen / McKinsey Company
Apple iPhone
Android
BlackBerry

3.
App Store
Gmail
Facebook
YouTube
Pandora
Twitter
0 200 400 600 800
Android Market
Gmail
Facebook
YouTube
Pandora
Twitter
0 200 400 600 800
Android OS (Minutes)
Time per Person on Most Popular Apps
Apple iOS (Minutes)

4.
Conversations and Reciprocal Engagements

5.
THE OSBOURNES
*The portion of the network’s target viewing audience born after 1980.
Retooling the MTV brand for the Millennial* generation
• MTV faces turf incursions from all sides including the Internet, cell phones, and video games
• Millennials place a very high premium on self-expression, by curating their identities on
Facebook profiles
• Keeping it real: one of the biggest put-downs in the Millennial world is to label someone as ‘fake’
• Snarkiness of Generation X carries lower appeal among those with less hierarchical upbringings
• Generational archetypes: the creator, expressing who one is; the seeker, searching for their
place in the world; the lover, navigating relationships; the soloist, craving a sense of belonging;
the magician, seeking personal power; and the master, striving for control in life