MTVN putting content to work for brands

01/28/2008 | Los Angeles Times (tiered subscription model)

MTV Networks is on the cutting edge of integrating commercial messages into content to promote products by outside marketers, as well as brands controlled by parent Viacom, according to this article. The younger viewers that make up MTVN's core audience "understand that sometimes 'content' is working hard for a brand or product," said John Shea, EVP for integrated marketing at MTVN Music & Logo Group.

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