Can Judy McGrath keep MTV Networks up with the beat of the internet era?
Yet this month MTV Networks struck an innovative deal with MySpace, which also allows its users to upload video clips. Technology provided by Auditude will identify clips on MySpace belonging to MTV Networks and overlay advertising on them; MySpace and MTV will split the resulting revenue. This may signal that MTV is becoming more creative in its dealings with its online rivals.
“I think the major strategy is that you have to be open and flexible, and probably change it every day,” says Ms McGrath. Now she must decide how much change to pursue in the future.
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