In the last IP&TV News executive interview of 2013, we talk to Risto Koivula, CTO at MTV MEDIA.
Risto will be addressing TV Connect 2014 in March.
Hi Risto. What’s been the biggest achievement for MTV in 2013?
During the year 2013 we totally renewed our brand image. MTV MEDIA became MTV. For example all our TV-channels launched their new look. MTV.fi portal changed its appearance and many services were launched. Also our free-to-air channels MTV3, Sub and AVA started streaming their content live on our MTV Katsomo service.
Tell us about MTV MEDIA?
MTV is a Finnish media company with roots deep in the early days of television broadcasting in the 1950s. Finland’s leading TV, radio and online media are all members of the MTV family. MTV3, Sub and AVA are our free TV channels. Pay TV channels can be watched with the MTV Total package, which consists of various channels broadcasting sports, films, series, documentaries and children’s programmes.
MTV’s main websites are mtv.f, while MTV’s channels can be watched online on MTV Katsomo and C More channels’ series and films can be watched through Filmnet. MTV also owns the most listened commercial radio station in Finland, Radio Nova.
In 2012 our turnover was 279 million euros. We employ about 450 people.
What’s unique about MTV MEDIA’s approach to the consumer?
Our vision is to have a better connection with Finns than the other medias. Our strategy and success in business is based on reinforcing the foundation of our current business operations and becoming the market leader in consumer-orientated media use. Our value proposition is “MTV – for experiences”. We reach 88 % of all Finns every week. In average every Finn spends 68 minutes every day with us.
Can multichannel services be effectively monetised, and if so how?
We believe that if content is attractive enough commercial models for multichannel services can be created. We have built monetizing models (360-model) for example for Formula1, Ice Hockey, Big Brother and Idols. Social media buzz acts as blast and glue for different multichannel services.
You’ll be speaking at TV Connect in March. What’s the most exciting thing about next-generation TV services to a broadcaster like MTV?
There are several things on-going at the moment. We as a broadcaster must explore new opportunities, like second-screens or smartTVs, continuously. But the most exciting thing still is the consumer and change in consumer behaviour.
Risto will be appearing at TV Connect 2014, 18-20th March. For booking and more info go here.