Does MTV Have Hippest ROI?
By Anne Becker -- Broadcasting & Cable, 5/12/2008
MTV Networks' upfront last week pitched advertisers that it could offer "Ultimate ROI," which it defined as "return on innovation."
MTVN chairman Judy McGrath told advertisers about creative ways MTVN had showcased their brands over the past year.
McGrath spoke of a "Generation P" (not to be confused with Generation O, the young, female audience Oxygen described at its own upfront), which she said was made up of young adults who expect to produce and program their own media. "It's a new world we're working in," she said, "and that definitely includes you."
