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iMTV StudioWrap-Up Report
2003
Contents contained in this presentation are considered privileged and confidential informationAny reproduction of this presentation without the consent of MTV KOREA is strictly prohibited
table of contents
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Objective
Concept
Outline
On-air
on - line
Press
Post analysis - rating
On-site images
Contact
CLIENT
NAME : APPLE
TYPE : Computers/Digital Lifestyle Products
IMAGE : Innovative, Cutting Edge, Cool
AUDIENCE
DEMOGRAPHIC: 79.2% (19-34 years old) / 20.8% (13-18 years old)*
PSYCHOGRAPHIC : Stylish Students, Cosmopolitan Trendsetters, Sophisticated Bobos/Yuppies
OCCUPATIONS: 37.7% Young Professionals / 27.6% College Students / 20.9% High School Students*
PROMOTIONAL ELEMENTS
INNOVATIVE: Unique promotions that competitors have never attempted
EFFECTIVE: Unique promotions that expand brand exposure and increase business revenues
ENTERTAINING: Unique promotions that mix the right people at the right place at the right time
* SOURCE: AC Nielsen U&A Reports (Jan/Feb/May 2002)
objective
concept
iMTV StudioFORMAT: Music Talk Show + 4 Music Videos (60 min)
On-aired Dates: September 27, 2003 – December 19, 2003
TX: Weekly (1 premiere + 2 reruns)
HOST: Nam Gung Yun (Musician/Critic/DJ)
SYNOPSIS: iMTV Studio was a music talk show where the witty and widely respected musicianNam Gung-Hyun invites a special guest every week for an intimate and interactive hour full ofnews, interviews, and music reviews. Shot live on location at the COEX Mall Apple Experience Center, iMTV Studio provided viewers with an up close and personal opportunity to meet some of Korea’s biggest celebrities in a cool, casual , lounge setting. Every week, one lucky viewer had a chance to appear on the show and receive an iPod.
PPL: The show was held on-location at the COEX Mall Apple Experience Center. Programgraphics and packaging simulated iTunes/iPod/iChat AV interface design (TBWA and Apple final approval required)
SYNERGIES: A special iMTV Studio microsite to allow viewers to add comments, get information.
BENCHMARKS: MTV Select (Canada), MTV TRL (USA/Italy), MTV Really Want U (Korea)
outline
iMTV Studio
PROGRAM SECTIONS
NGY Express : Opening of show where the host talks about a current music news issue
PowerTalk : Special guest is introduced and talks about his/her latest happenings
V5 : Special guest talks about his/her favorite songs/music videos
Chat QA : An interactive iSight interview session with audience (winner receives an iPod every week)
iVideo : Host ends show with a music video and makes comments before plays
outline
iMTV Studio
PROGRAM GUESTS
DJ DOC: Korea’s top hip-hop trio (Week 1)
KIM JIN-PYO: Korea’s top rapper (Week 2)
KANG SAN AE: Korea’s top live rock Singer (Week 3)
SHIN HAE-CHUL: Korea’s top live rock Singer (Week 4)
CHERRY FILTER: Korea’s top modern rock band (Week 5)
NO BRAIN: Korea’s top hip-hop duo (Week 6)
DEFCON & SUPASIZE: Korea’s top hip-hoper & rapper (Week 7)
HOT POTATO: Korea’s top live rock band (Week 8)
JU SUC: Korea’s top hip-hop rapper (Week 9)
PSY: Korea’s top rapper (Week 10)
KANG KYUNG-HO: Korea’s top professional photographer (Week 10)
STONY SKUNK: Korea’s top hip-hop duo rappers (Week 12)
on-air
iMTViMTV StudioStudio (tune-in spot)(tune-in spot)
본방본방 : : 매주 토 매주 토 12:3012:30
재방재방 : : 매주 일 매주 일 10:00, 10:00, 금 금 02:0002:00
Total tune-in spots: (Sept 24 – Dec 19, daily x 3 spots = 165spots)Total tune-in spots: (Sept 24 – Dec 19, daily x 3 spots = 165spots)
on-air
Program Program TVC
Title Intro
TitleOutro
TVC TVC
ENDING CREDIT EXPOSURES :
• Billboard duration = 5 seconds / shows
TVC EXPOSURES :
• TVC duration = 30 seconds
• TVC exposure total = 4 daily x 30 days = 120 times per month
• TVC Intro spot = 1 / show (in the beginning of the program)
• TVC interim spot = 1 show (in the middle of the program)
• TVC Outro spot = 1 show (in the end of the program)
iMTViMTV StudioStudio (program TVC / ending credit)(program TVC / ending credit)
on-air
intro TVC intro TVC interim TVC interim TVC
outro TVC outro TVC ending credit ending credit
iMTViMTV StudioStudio (program TVC / ending credit)(program TVC / ending credit)
on-line (mtv.co.kr)
iMTViMTV StudioStudio (on-line)(on-line)
on-line promo banner @ MTVK main page (mtv.co.kr)on-line promo banner @ MTVK main page (mtv.co.kr) iMTV Studio program page (mtv.co.kr/onair/istudio)iMTV Studio program page (mtv.co.kr/onair/istudio)
press
iMTViMTV StudioStudio (press release – offline)(press release – offline)
Sport s Seoul - 2003. 10. 2Sport s Seoul - 2003. 10. 2 Joong Ang Dai l y - 2003. 10. 3Joong Ang Dai l y - 2003. 10. 3
press
iMTViMTV StudioStudio (press release – online)(press release – online)
Sport s Today - 2003. 10. 16Sport s Today - 2003. 10. 16
press
iMTViMTV StudioStudio (press release – online)(press release – online)
Yun- hap News - 2003. 9. 26Yun- hap News - 2003. 9. 26
post analysis - ratings
Source : AC Nielsen / Target : individual Cable Viewers / Date : 9/27 ~ 12/19 / Area : nation wide
iMTViMTV StudioStudio (ratings, age from15 to 34)(ratings, age from15 to 34)
premiere re-run(2) re-run(3) Ave. premiere re-run(2)re-run(3) Ave. premierere-run(2) re-run(3) Ave.
1회 0.047 - - 0.016 0.017 - - 0.006 0.082 - - 0.027
2회 0.040 0.030 - 0.023 0.025 0.003 - 0.009 0.058 0.061 - 0.040
3회 0.003 0.014 0.107 0.041 0.002 0.003 0.070 0.025 0.005 0.027 0.150 0.061
4회 0.036 0.093 - 0.043 - 0.093 - 0.031 0.079 0.093 - 0.057
5회 0.002 0.051 - 0.018 0.004 0.022 - 0.009 - 0.085 - 0.028
6회 0.054 0.040 0.012 0.035 0.097 0.057 0.013 0.056 0.004 0.020 0.011 0.012
7회 0.049 0.009 0.007 0.022 - - 0.003 0.001 0.106 0.019 0.012 0.046
8회 0.167 0.067 0.024 0.086 0.202 0.117 0.021 0.113 0.124 0.009 0.028 0.054
9회 0.108 0.052 0.002 0.054 0.154 0.007 0.004 0.055 0.054 0.106 - 0.053
10회 0.070 0.005 0.064 0.046 0.024 - 0.007 0.010 0.124 0.011 0.131 0.089
11회 0.147 0.052 0.002 0.067 0.077 0.055 - 0.044 0.228 0.048 0.005 0.094
12회 0.014 0.011 0.015 0.013 0.017 - 0.028 0.015 0.011 0.024 - 0.012
Ave. 0.061 0.034 0.020 0.038 0.050 0.030 0.011 0.030 0.073 0.039 0.031 0.048
age between 15 to 34 (female)age between 15 to 34 age between 15 to 34 (male)
on-site images
MTV Most WantedMTV Most Wanted (Apple Experience center launching day – August 14(Apple Experience center launching day – August 14 thth, 2003), 2003)
on-site images
iMTViMTV StudioStudio (COEX-Apple Experience center from September - December )(COEX-Apple Experience center from September - December )
on-site images
iMTViMTV StudioStudio (COEX-Apple Experience center from September - December )(COEX-Apple Experience center from September - December )