“I want my MTV” wailed Sting, back in the early 80s, heralding the arrival of the era-defining music video channel. Thirty-odd years later, the tune has changed to ‘I am my MTV’, reflecting an age of direct audience interaction and content creation.
Led by Richard Turley, Senior Vice President of Visual Storytelling, the rebranding of the channel centres around MTV Bump. Using the hashtag #MTVbump, viewers can upload their own Vines and Instagram videos through Twitter and see them on-air within two hours.
MTV Bump offers other tools that will encourage creativity among its audience, allowing them to add graphics, personal status updates and meme mash-ups in real-time. So now if you’re unhappy with what you’re watching, you can always change the channel.
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