iMTV StudioWrap-Up Report

2003

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table of contents

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Objective

Concept

Outline

On-air

on - line

Press

Post analysis - rating

On-site images

Contact

CLIENT

NAME : APPLE

TYPE : Computers/Digital Lifestyle Products

IMAGE : Innovative, Cutting Edge, Cool

AUDIENCE

DEMOGRAPHIC: 79.2% (19-34 years old) / 20.8% (13-18 years old)*

PSYCHOGRAPHIC : Stylish Students, Cosmopolitan Trendsetters, Sophisticated Bobos/Yuppies

OCCUPATIONS: 37.7% Young Professionals / 27.6% College Students / 20.9% High School Students*

PROMOTIONAL ELEMENTS

INNOVATIVE: Unique promotions that competitors have never attempted

EFFECTIVE: Unique promotions that expand brand exposure and increase business revenues

ENTERTAINING: Unique promotions that mix the right people at the right place at the right time

* SOURCE: AC Nielsen U&A Reports (Jan/Feb/May 2002)

objective

concept

iMTV StudioFORMAT: Music Talk Show + 4 Music Videos (60 min)

On-aired Dates: September 27, 2003 – December 19, 2003

TX: Weekly (1 premiere + 2 reruns)

HOST: Nam Gung Yun (Musician/Critic/DJ)

SYNOPSIS: iMTV Studio was a music talk show where the witty and widely respected musicianNam Gung-Hyun invites a special guest every week for an intimate and interactive hour full ofnews, interviews, and music reviews. Shot live on location at the COEX Mall Apple Experience Center, iMTV Studio provided viewers with an up close and personal opportunity to meet some of Korea’s biggest celebrities in a cool, casual , lounge setting. Every week, one lucky viewer had a chance to appear on the show and receive an iPod.

PPL: The show was held on-location at the COEX Mall Apple Experience Center. Programgraphics and packaging simulated iTunes/iPod/iChat AV interface design (TBWA and Apple final approval required)

SYNERGIES: A special iMTV Studio microsite to allow viewers to add comments, get information.

BENCHMARKS: MTV Select (Canada), MTV TRL (USA/Italy), MTV Really Want U (Korea)

outline

iMTV Studio

PROGRAM SECTIONS

NGY Express : Opening of show where the host talks about a current music news issue

PowerTalk : Special guest is introduced and talks about his/her latest happenings

V5 : Special guest talks about his/her favorite songs/music videos

Chat QA : An interactive iSight interview session with audience (winner receives an iPod every week)

iVideo : Host ends show with a music video and makes comments before plays

outline

iMTV Studio

PROGRAM GUESTS

DJ DOC: Korea’s top hip-hop trio (Week 1)

KIM JIN-PYO: Korea’s top rapper (Week 2)

KANG SAN AE: Korea’s top live rock Singer (Week 3)

SHIN HAE-CHUL: Korea’s top live rock Singer (Week 4)

CHERRY FILTER: Korea’s top modern rock band (Week 5)

NO BRAIN: Korea’s top hip-hop duo (Week 6)

DEFCON & SUPASIZE: Korea’s top hip-hoper & rapper (Week 7)

HOT POTATO: Korea’s top live rock band (Week 8)

JU SUC: Korea’s top hip-hop rapper (Week 9)

PSY: Korea’s top rapper (Week 10)

KANG KYUNG-HO: Korea’s top professional photographer (Week 10)

STONY SKUNK: Korea’s top hip-hop duo rappers (Week 12)

on-air

iMTViMTV StudioStudio (tune-in spot)(tune-in spot)

본방본방 : : 매주 토 매주 토 12:3012:30

재방재방 : : 매주 일 매주 일 10:00, 10:00, 금 금 02:0002:00

Total tune-in spots: (Sept 24 – Dec 19, daily x 3 spots = 165spots)Total tune-in spots: (Sept 24 – Dec 19, daily x 3 spots = 165spots)

on-air

Program Program TVC

Title Intro

TitleOutro

TVC TVC

ENDING CREDIT EXPOSURES :

• Billboard duration = 5 seconds / shows

TVC EXPOSURES :

• TVC duration = 30 seconds

• TVC exposure total = 4 daily x 30 days = 120 times per month

• TVC Intro spot = 1 / show (in the beginning of the program)

• TVC interim spot = 1 show (in the middle of the program)

• TVC Outro spot = 1 show (in the end of the program)

iMTViMTV StudioStudio (program TVC / ending credit)(program TVC / ending credit)

on-air

intro TVC intro TVC interim TVC interim TVC

outro TVC outro TVC ending credit ending credit

iMTViMTV StudioStudio (program TVC / ending credit)(program TVC / ending credit)

on-line (mtv.co.kr)

iMTViMTV StudioStudio (on-line)(on-line)

on-line promo banner @ MTVK main page (mtv.co.kr)on-line promo banner @ MTVK main page (mtv.co.kr) iMTV Studio program page (mtv.co.kr/onair/istudio)iMTV Studio program page (mtv.co.kr/onair/istudio)

press

iMTViMTV StudioStudio (press release – offline)(press release – offline)

Sport s Seoul - 2003. 10. 2Sport s Seoul - 2003. 10. 2 Joong Ang Dai l y - 2003. 10. 3Joong Ang Dai l y - 2003. 10. 3

press

iMTViMTV StudioStudio (press release – online)(press release – online)

Sport s Today - 2003. 10. 16Sport s Today - 2003. 10. 16

press

iMTViMTV StudioStudio (press release – online)(press release – online)

Yun- hap News - 2003. 9. 26Yun- hap News - 2003. 9. 26

post analysis - ratings

Source : AC Nielsen / Target : individual Cable Viewers / Date : 9/27 ~ 12/19 / Area : nation wide

iMTViMTV StudioStudio (ratings, age from15 to 34)(ratings, age from15 to 34)

premiere re-run(2) re-run(3) Ave. premiere re-run(2)re-run(3) Ave. premierere-run(2) re-run(3) Ave.

1회 0.047 - - 0.016 0.017 - - 0.006 0.082 - - 0.027

2회 0.040 0.030 - 0.023 0.025 0.003 - 0.009 0.058 0.061 - 0.040

3회 0.003 0.014 0.107 0.041 0.002 0.003 0.070 0.025 0.005 0.027 0.150 0.061

4회 0.036 0.093 - 0.043 - 0.093 - 0.031 0.079 0.093 - 0.057

5회 0.002 0.051 - 0.018 0.004 0.022 - 0.009 - 0.085 - 0.028

6회 0.054 0.040 0.012 0.035 0.097 0.057 0.013 0.056 0.004 0.020 0.011 0.012

7회 0.049 0.009 0.007 0.022 - - 0.003 0.001 0.106 0.019 0.012 0.046

8회 0.167 0.067 0.024 0.086 0.202 0.117 0.021 0.113 0.124 0.009 0.028 0.054

9회 0.108 0.052 0.002 0.054 0.154 0.007 0.004 0.055 0.054 0.106 - 0.053

10회 0.070 0.005 0.064 0.046 0.024 - 0.007 0.010 0.124 0.011 0.131 0.089

11회 0.147 0.052 0.002 0.067 0.077 0.055 - 0.044 0.228 0.048 0.005 0.094

12회 0.014 0.011 0.015 0.013 0.017 - 0.028 0.015 0.011 0.024 - 0.012

Ave. 0.061 0.034 0.020 0.038 0.050 0.030 0.011 0.030 0.073 0.039 0.031 0.048

age between 15 to 34 (female)age between 15 to 34 age between 15 to 34 (male)

on-site images

MTV Most WantedMTV Most Wanted (Apple Experience center launching day – August 14(Apple Experience center launching day – August 14 thth, 2003), 2003)

on-site images

iMTViMTV StudioStudio (COEX-Apple Experience center from September - December )(COEX-Apple Experience center from September - December )

on-site images

iMTViMTV StudioStudio (COEX-Apple Experience center from September - December )(COEX-Apple Experience center from September - December )