In addition to seeking third party help from sources, MTV Networks (NYSE: VIA) has been experimenting with its own home-grown entertainment check-in service called “Caption Bomb” to provide the link between its live programming and social media. That, plus heavy use of Twitter, is what drives brand lift for the youth-oriented Viacom property. In a presentation at the pc2011 Mobile conference, Colleen Fahey Rush, EVP & Chief Research Officer, MTVN offered a number of stats behind its social media and mobile strategy.
Rush discussed how many shows have incorporated Twitter into the mix — though none as thoroughly as the America’s Funniest Home Videos meets Jackass mashup Tosh.0 on Comedy Central. But even in more straightforward shows, the social media influence is firmly integrated in MTVN’s programming, as Rush’s slideshow demonstrated.
Among the highlights:
— MTVN has 166 TV channels, 400 websites and 60 mobile TV channels
— Mobile: 13 million monthly visits, 4 million streams and 18 million app downloads
— In a survey of its audience, the network was told that 42 percent of respondents said they consider their mobile phone as an entertainment device
— They only spend a quarter of the time with their mobile phone talking on it.