MTV JAPAN CONSIDERS TARGETING AN OLDER DEMOGRAPHIC, MAINLY THE DANKAI, OR BABY-BOOMERS
January 26th 2008 00:04
MTV is considering moving away from its declining core 18-35 year old target audience to woo the dankai, or well-heeled baby boomers.
Media Asia said this has come about after the channel has struggled to broaden its client base beyond youth-oriented advertisers such as telcos and sportswear brands.
Kazuhiro Shimada, head of strategy for MTV Networks Japan, said, "While in other markets Viacom has launched VH1 to service the senior market, in Japan there isn't the bandwidth and there has been resistance from cable operators.
Although a programming overhaul has yet to be confirmed, Shimada hinted that MTV may introduce more shows based around musical nostalgia or weekend slots targeted at rock 'n roll-loving fathers.
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