MTV Integrates Content, Sponsors in Two-Hour Block

Apr 4, 2007  •  Post A Comment

MTV is putting a new spin on program/commercial airtime with the premiere of a continuous, two-hour block that begins Thursday at 9 p.m., hosted by Oscar winners Three 6 Mafia.

The Thursday night block is scheduled for an eight-week run, with hosted segments woven into both programming and commercial time that will showcase digital shorts, exclusive series content, recaps, previews and unique sponsor content. The end result is a full integration of sponsors into show content.

“It is a new viewing experience for our audience. We are blurring the lines between programming and promotion, how we schedule and how we integrate sponsors,” said Brian Graden, president of entertainment for MTV Networks Music Group and president of Logo. “The viewer wins, we win and our marketing partner wins because, in the end, it’s all about entertainment and engagement. It’s two hours that grab the audience and never let go.”

This week’s sponsor is Universal Pictures, featuring its comedy film “Knocked Up.” Look for branding throughout original MTV content segments, exclusive billboards, verbal and visual IDs, sponsor tags and more.

“It’s about reimagining the commercial experience and understanding the youth audience,” said Sean Moran, executive VP for MTV 360 brand sales. “By introducing our partners to these worlds in a way only MTV can, we are turning the traditional models on their head and creating truly unique opportunities for both viewers and sponsors alike.”

(Editor: Horowitz)