John Eggerton writes:
New MTV research concludes that its target audience is connected as much by the telecommunications superhighway as they are by their neighborhood streets. ...¶... The study, entitled Just Cause, found that motivating a community response no longer means targeting zip codes. ¶ [MTV Networks president Christina] Norman said the more than 1,200 kids polled identified their community as people they felt connected to, rather than simply those in geographic proximity. Those connections could be a text message, IM, or cell phone conversation. ¶ As a result, Norman said MTV would look to reach kids via the multiplatforms they currently call home, and urged other media to follow that lead. ...
Link: Broadcasting & Cable.
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