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Place + persona So many people across the globe use music to broadcast their personalities and lifestyles to the world

We use our imagery to capture this broad range of personas

Smartphones Drive Data Usage with iPhone and Android Leading

Media Activities Used by Operating System

Source: Nielsen Mobile Media Survey, US, Q2 2009

MobileInternet App

Downloads

MobileVideo Mobile

Commerce

Location-based Services

A Nielsen / McKinsey Company

Apple iPhone

Android

BlackBerry

App Store

Gmail

Facebook

YouTube

Pandora

Twitter

0 200 400 600 800

Android Market

Gmail

Facebook

YouTube

Pandora

Twitter

0 200 400 600 800

Android OS (Minutes)

Time per Person on Most Popular Apps

Apple iOS (Minutes)

Conversations and Reciprocal Engagements

THE OSBOURNES

*The portion of the network’s target viewing audience born after 1980.

Retooling the MTV brand for the Millennial* generation

• MTV faces turf incursions from all sides including the Internet, cell phones, and video games

• Millennials place a very high premium on self-expression, by curating their identities onFacebook profiles

• Keeping it real: one of the biggest put-downs in the Millennial world is to label someone as ‘fake’

• Snarkiness of Generation X carries lower appeal among those with less hierarchical upbringings

• Generational archetypes: the creator, expressing who one is; the seeker, searching for their place in the world; the lover, navigating relationships; the soloist, craving a sense of belonging; the magician, seeking personal power; and the master, striving for control in life