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Felipe De Stefani (Turner): the Change in MuchMusic Has Been Positive in Ratings and Sales

Felipe De Stefani, senior vice president and general manager of trend networks at Turner said that MuchMusic shift to rock has been highly positive.

The decision which led them to change a year and a half ago arose from the fact that several market studies and research in the region concluded that rock is what remains; it is the language behind every music subgenre.

“We have shifted from being a videoclip channel to being a multigenre signal: we added live concerts; movies which are somewhat related to rock; documentaries; original productions as Quieren Rock with Eduardo de la Puente, Peter Capusotto and his videos and Tino y Gargamuza, and concerts  specially produced by the signal,” told De Stefani.  He mentioned the concert they recorded with Calle 13 in association with Sony as one of their greatest productions demanding a great production effort as well as a great investment in the vicinity of US$200000.

This has allowed them to meet their ratings and advertising sales objectives, area in which they have ventured into the brand content, as was the case with Kraft’s Pepitos!, with which they developed new MuchMusic bands, where the bands that wanted to take part in this initiative had to upload their videos and subject them to the vote of the same users.

They also developed a series of 1-minute capsules, Obsessed with Sound, for Phillips.

 

Source: Produ

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31-01-2011

  • Kasara 10 months
    I'm rlaely into it, thanks for this great stuff!