Can MTV Stay Cool And Relevant in Digital Age?; AT&T Working on Phone Service With Nickelodeon

MTV’s the cover story on BW’s latest issue, and the premise is what it has been for a few years: would you still want MTV in this age of alternative choices? The main story is a profile of CEO Judy McGrath, and how she must remake her TV empire for a digital world.
When Viacom lost to Murdoch in the bid for MySpace.com, things started moving at MTV…McGrath has declared “a digital Marshall Plan.” It signals the end of the one-screen company. The troops must now deliver services across new broadband channels, over cell phones, and via video games.
On new COO Michael Wolf: Wolf’s biggest brief is to capture new digital dollars. Current online revenue is about $150 million, projected to grow to $500 million in three years.
Among some initiatives: AT&T has begun working with Nickelodeon to develop a phone and services for preteens. Jason Hirschhorn, MTV’s chief digital officer, is talking to everyone from Verizon to Best Buy about using MTV shows and characters.
MTV Networks’ Mobile Move: In a related story on MTV’s mobile content moves, and interview with William Roedy, London-based vice-chairman of MTV Networks. On what kind of content works on mobiles: “Music, animation, but it’s funny because it’s pretty broad now. Comedy works quite well. Really all our Nickelodeon programs, not only SpongeBob. Parents are tuning in for their kids when they have to wait somewhere, or they’re in the doctor’s lounge or whatever.”

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