Choose or Lose

2008

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….

2008 – Choose or Lose

1992: Launch of Choose or Lose

Our youth-centric election coverage has innovated every 4 years.

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

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.

2008 – Choose or Lose

2. Multi-Media Activist Community

Think.MTV.commarries top-down MTV News content with social networkingand youth-generated media, and rewardsactions with “badges.”

2008 – Choose or Lose

3. Street Team ‘08

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

2008 – Choose or Lose

Street Team ‘08 DistributionONLINE: • 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

2008 – Choose or Lose

Street Team ‘08 ExperimentsJOURNALISM EXPERIMENTS“Pro/Am” journalism model

TECH EXPERIMENTS Super Tuesday coverage

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

2008 – Choose or Lose

Street Team ‘08 Super Tuesday

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are needed to see this picture.

Choose or Lose

2008