MTV plots roster for corporate job

MTV is to establish a roster of corporate agencies to ensure it maintains credibility against more youthful entertainment brands such as YouTube and MySpace.

The Viacom-owned music TV network has asked ‘a number' of consultancies for credentials. It is expected to create a shortlist of agencies to pitch within weeks.

MTV UK and Ireland V-P of corporate comms Sao Bui-Van, who joined in May from the English National Opera (PRWeek, 27 Apr), confirmed a formal roster is likely to be established ‘in the next couple of months'.

Firefly Communications has worked on a corporate, consumer and B2B brief since late 2005 (PRWeek, 7 Oct 2005), aiming to position MTV as an authority on digital media. Firefly refused to comment on its relationship with the broadcaster.

Pop stars are increasingly broadcasting videos from their own websites, while rival channels on TV and digital radio continue to mushroom in number.

But MTV has had some recent success. Show Pimp My Ride, presented in the UK by DJ Tim Westwood, has been a global hit.

Taylor Herring continues to handle consumer PR for the channel.

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