Returns on Innovation

May 2008
Multichannel News;5/19/2008, Vol. 29 Issue 20, p16
An interview with MTV Networks chairman and chief executive officer (CEO) Judy McGrath is presented. When asked about how they measure return on innovation, she refers to the data driven experience and cites one of their biggest franchises, "The Hills." She also mentions how they work with Nielsen Media Research Inc. to identify the perception of the people on their programming as well as discusses the impact of increased product integration on the network on the youth market.


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