Revolution: McGrath Continues to Bang New Media Drum

"Evolve or die." That’s MTV Networks’ chmn/CEO Judy McGrath’s succinct summary of why brands need to branch out to multiple platforms "in a world that’s changing faster than Barbara Walter’s Rolodex." The latest data from her company shows 210mln streams of content, with 40% streaming growth from Mar to April. "A fan of your brand will follow you wherever you go," she told CTAM Summit’s opening session Tues. Lest you think that McGrath, winner of CTAM’s "Grand Tam" award, has it easy because her audience base includes Gen Y-ired, remember MTVN’s portofolio also includes TV Land and CMT. She said John Sykes would have an announcement in a few weeks regarding his project to create new services aimed at baby boomers (a whole lotta broadband and "evolving TV Land to better speak to that audience"). There was buzz that Sykes would launch a new network, but it’s not clear if that will happen. McGrath indicated that MTVN had deviated from its original path for the project. The MTV exec dismissed concerns that multiple platforms cannibalize its core linear product, noting that ratings across MTV Nets are up. She also said cable operators are OK with the move because their high-speed data products play a starring role. "We’re responding to their business models and needs as much as we are to our consumers," McGrath said. User-created content (such as YouTube) is the biggest media change recently, she said. "In the last 6 months, user-generated content looks like a hockey stick" in terms of growth. Not surprisingly, MTVN is considering launching its own YouTube-like platform. Meanwhile, it’s working to create some social-networking sites, particularly a Logo-backed LGBT community. (On Tues, it announced the creation of Latin America social networking site, LaZona.com). How Far We’ve Come: McGrath got a laugh by showing a1980s MTV spot that featured a roller-skating woman carrying a TV on her shoulder to jokingly hype "MTV to go."