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Article: MTV's music challengers. (MTV Networks Inc.)
- Article from:
- Multichannel News
- Article date:
- April 11, 1994
- Author:
CopyrightCOPYRIGHT 1994 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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MTV's monopoly may topple as rivals take a shot at its coveted audience and ad base.
Will the so-called "MTV generation" switch brands, and tune into a new music channel?
A group of upstart music networks thinks so. They are threatening to take aim and chip away at MTV: Music Television's audience and advertising. That prospect delights ad agencies and media buyers. They are thrilled with the idea of MTV, long the only game in town in terms of tightly targeting elusive 12- to 34-year-olds, facing competition.
"MTV will have to share its raison d'etre," said Jerry Dominus, senior vice president and director of national TV and programming at J. Walter ...
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