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MTV Upfront Focuses on Podbusters

May 8, 2008  •  Post A Comment

MTV Networks, which holds its upfront presentation for ad buyers tonight, is focusing on commercials it is creating that look like programming in order to keep viewers tuned in during breaks, the New York Times reports. With ad sales now based on commercial ratings, MTV has had to work extra hard to hold its audience, which is more likely than most to switch channels. “We’re looking to redefine the commercial experience,” said John Shea, who runs the integrated marketing division for MTV and VH1.

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