MTV Lures to Its Website Those Who Don't Buy TV

copyright Adage.com
by Abbey Klaassen
published October 9, 2006

NEW YORK (AdAge.com) -- In an effort to operate more like a big web publisher, MTV Networks is reorganizing its digital-sales staff to sell horizontally against a predetermined set of psychographic groups: kids/family, men/gamer enthusiasts and youth/music.

The move comes in the wake of CEO Tom Freston's dismissal from Viacom, and the pressure is on for MTV Networks to prove its digital strategy has a clear direction, one that points toward profits. MTV Networks management also hopes the reshuffle will silence critics who say it doesn't have the leverage it needs online.

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